Today (14th October, 2026), Adelaide announced the AU Ecosystem for Outcome Partners (AEOP), a new programme recognising survey and outcome partners whose data can be matched directly to AU, Adelaide’s omnichannel media quality metric. By setting a common standard for outcome data granularity, AEOP helps advertisers assess whether a provider can deliver the level of detail needed to connect exposures and outcomes to AU.

Benefits of working with AEOP members include:

1. Clarity on what a study will deliver before it is commissioned. AEOP members meet Adelaide's standard for outcome data granularity, so brands and agencies can choose a partner knowing its results can be matched to AU at the placement level.
2. Insight into why a campaign worked. AEOP members provide outcome data at the exposure level, which can be matched to the AU of each placement. Advertisers can see how brand lift and sales response change with media quality across channels, partners, and domains, instead of relying on a single campaign-wide result.
3. In-flight campaign optimisation. Tying outcomes to placement-level AU shows which inventory is driving results, so teams can shift budget to higher-quality inventory before the flight ends.
4. More informed media planning. Matched outcome and AU data from AEOP members can support Adelaide’s proprietary power curves, showing how a brand's results change as media quality rises and where returns begin to diminish. Planners can use those findings to set quality thresholds, select partners, and allocate budgets in future media plans.

Launch partners for the AU Ecosystem for Outcome Partners include Cint, Dynata, MX8 Labs, and Upwave. These partners provide granular campaign data that can be precisely matched with AU. 

"Outcome studies are only as actionable as the data behind them," said Marc Guldimann, CEO and co-founder of Adelaide. "Advertisers need to understand which aspects of their media contributed to performance, and AEOP points them to partners equipped to provide that depth of analysis. Connecting outcome data with AU shows how brand and sales results vary with media quality, giving advertisers a stronger basis for planning and investment decisions."

Adelaide’s broader AU Ecosystem helps brands and media agencies find partners that extend AU across planning, buying, and measurement.

AEOP follows the July launch of the AU Ecosystem for Creative Partners, which highlights partners that can pair creative quality insights with AU data. With AEOP, the ecosystem now spans 87 companies across publishers, platforms, creative partners, and measurement providers.

Comments from launch partners:

Laura Manning, SVP global measurement, Cint: "Brand lift measurement is most useful when there's still time to act on it. With Cint's Lucid Measurement product, advertisers get an in-flight view of how their campaign is moving audiences. Connecting those insights with AU adds media quality context to that lift, creating a direct path from measurement to optimisation."

Steve Williamson, general manager of media, Dynata: "Dynata's verified first-party panel, deterministic exposure measurement, and trusted global respondent data empower brands to connect media exposure directly to brand and business outcomes with confidence. We are proud to support the AEOP, helping advertisers understand how media influences consumer response at the placement level, enabling smarter optimisation, more effective planning, and stronger advertising ROI."

Megan Daniels, CEO, MX8 Labs: "Research only changes media decisions when it keeps pace with them. MX8 Labs automates survey research from programming through reporting with 100% real respondents, so brands can run studies routinely rather than reserve them for the largest campaigns. With built-in exposure tracking, survey responses can be connected to the AU of the placements behind them. As part of AEOP, we're helping advertisers make media quality part of more campaign decisions."

Chris Kelly, CEO, Upwave: "Measurement becomes more valuable when it helps explain not just whether advertising worked, but what contributed to the outcome. Connecting AU with granular Brand Outcomes data helps advertisers understand the relationship between media quality and Brand Lift—and gives them another signal they can use to make better decisions while the campaign is still live."

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Adelaide is the leader in attention-based media quality measurement. Our mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outco...

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