Adelaide Announces AFP, Adelaide for Publishers, Including Free Attention Audits - The New York Times Joins as Launch Client 

Adelaide, the leader in attention-based media quality measurement, announces a new suite of attention measurement and activation tools designed for media owners called Adelaide for Publishers (AFP). The New York Times has joined as the launch client for AFP.

Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel media quality metric that evaluates thousands of signals to predict attention and drive more efficient outcomes.

Adelaide offers free attention audits to all publishers as part of AFP’s free tier. To find out more, visit adelaidemetrics.com/afp

AU audits serve as the underpinning of AFP, while more advanced solutions enable publishers to improve delivery against client KPIs and monetise their high-attention offerings. 

Historically, New York Times media has outperformed the rest of the digital market. In a recent attention analysis by Adelaide, its display offerings surpassed AU benchmarks by 34.7%, earning The New York Times a spot on the Adelaide Publisher Leaderboard.

“Attention has long been an area of strength and opportunity for us, given the high-quality attention our audience brings to our environment. However, the historical lack of available industry benchmarks and standards has made it challenging to capitalise on that opportunity. We see Attention as a way to continue to demonstrate the value of a high-quality, premium environment for advertisers and we’ll be working with key client partners to build our offering, which we intend to launch this summer,” said Mohit Lohia, senior vice president, head of advertising mission, New York Times Advertising.

“While there’s lots of industry discussions about how to operationalise and scale attention as a currency, we think the real opportunity is for us to start with measurement. We see correlating attention levels to other metrics as a real opportunity, and this will allow us to build a campaign-level offering that maps back to advertiser objectives and can be evolved over time for more robust optimisation and other use cases, like creative analysis and attention inventory packages,” said Gabriel Dorosz, executive director, audience strategy & insights, New York Times Advertising.

AFP initially supports web display and online video (OLV). Adelaide will add support for connected TV, linear TV, audio, and cinema in the coming months. It offers four tiers — AFP Certified, AFP Light, AFP Pro, and AFP Enterprise — each tailored to meet different needs. 

Key aspects of Adelaide for Publishers include:

Audit: Report containing AU scores for all placements, giving publishers a deep understanding of the quality of their inventory and its market value. 

Flight Control: A set of tools for identifying the optimal AU target to maximise efficiency based on advertiser and campaign specifics.

Campaign Insights: A tagless and automated solution that generates AU insights for campaigns.

Campaign Measurement: AU measurement via tagging across client campaigns, with live dashboard access, in-flight optimisation recommendations, and analytics support.  

Outcome Testing: AU measurement plus third-party validation, enabling publishers to showcase the positive impact of high-attention inventory by linking outcomes to AU scores.

Activation: High-AU private marketplaces (PMPs) are easily created within a publisher’s preferred supply-side platform (SSP) using AU audit data.

"We’re honoured to launch Adelaide for Publishers with The Times. Our mission is to increase the transparency of media quality, fostering trust between buyers and sellers and leading to a more equitable market," said Marc Guldimann, CEO of Adelaide. "With AFP and the introduction of free attention audits, we are making significant progress in that mission."

To learn more about Adelaide’s solutions for publishers, visit adelaidemetrics.com/afp.


Adelaide is a leader in the rapidly growing field of evidence-based media quality measurement. Adelaide’s attention-based metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of ...
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