Adelaide Introduces the AU Ecosystem for Creative Partners
by on 8th Jul 2026 in News
Adelaide has introduced the AU Ecosystem for Creative Partners (AECP), a new way for advertisers to connect creative quality insights directly to media decisions.
Launching with Adverteyes (formerly Realeyes), CreativeX, DAIVID, Ipsos, Neurons, Sundogs, and System1, AECP gives advertisers access to leading creative measurement partners. Their insights can be connected to media quality through Adelaide’s AU Ecosystem, helping advertisers make smarter decisions and drive stronger outcomes.
AECP builds on Adelaide’s broader AU Ecosystem, which connects advertisers, publishers, platforms, and measurement partners around a shared standard for media quality. Today, the ecosystem includes more than 70 sell-side members and over 50 buy-side partners activating Adelaide’s AU metric through their offerings.
Media quality and creative quality are two of the most important drivers of performance, but they have historically been evaluated separately. Creative is tested in one workflow, while media is planned and optimised in another. AECP brings these signals into the same decision-making process, enabling advertisers to align the strength of their creative with the quality of their media.
Adelaide AU is an omnichannel media quality metric that predicts a placement’s ability to capture attention and drive outcomes. It combines eye-tracking, placement and device signals, and full-funnel outcome data into a 0–100 score advertisers use to compare quality across channels, formats, and devices.
Through AECP, advertisers select a creative measurement partner based on their needs. The partner evaluates creative strength and delivers insights alongside the recommended Creative AU Adjustment, a clear signal for the level of media quality needed to support that creative. Adelaide then helps advertisers apply that signal across planning, buying, and optimisation, helping ensure high-performing creative runs in quality media environments.
"Media’s role is to create the right environment for an ad to capture attention. Creative’s job is to hold that attention long enough to drive impact," said Marc Guldimann, CEO & co-founder of Adelaide. "AECP brings these two critical performance drivers together at the point of execution, so advertisers can get more out of their media spend."
"Creative and media have always been closely connected, but it's often been difficult to bring those signals together in a practical way. This is another step toward making those insights more actionable and informing better decisions," said Paul Lim, head of brand campaigns at Dr. Squatch.
AECP’s launch partners span a range of methodologies, from AI-driven predictive creative scoring to neuroscience-based analysis and large-scale research. Coverage includes display, online video (OLV), connected TV (CTV), linear TV, audio, and social formats across global markets.
Comments from AECP launch partners:
Max Kalehoff, CEO of Adverteyes: "Attention is a team sport, but creative and media have historically been playing from different playbooks. Our study with Adelaide and Teads showed that aligning both, running high-quality creative in high-AU environments produces outcomes that neither achieves alone: 5.3x stronger brand lift than campaigns optimising just one lever. AECP makes that alignment operational, not theoretical. Advertisers can now pressure-test creative quality and media quality together from the moment they plan a campaign."
Ian Forrester, CEO and founder of DAIVID: "Creative and media have traditionally been optimised separately, even though audiences experience them together. By connecting DAIVID's AI-powered creative data with Adelaide's media quality signals, advertisers can now make better decisions about where their creative will have the greatest impact. Through AECP, the strength of the creative and the quality of the media are finally working from the same playbook, enabling better outcomes for advertisers. It's an important step towards a more connected approach to campaign performance."
Ben Jones, founder of Sundogs: "Media scoring provides the Where and creative diagnostics can provide the What. Bringing the right What to the right Where multiplies the value of every dollar advertisers spend. We're excited to use the power of Adelaide's AU scoring to amplify our scoring at scale across all different platforms and formats for our clients--and so are they."
To learn more, visit ecosystem.adelaidemetrics.com.
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