Adelaide, the leader in attention-based media quality measurement and activation, is now available in Index Marketplaces, expanding access to Adelaide’s AU metric within sell-side curation workflows and enabling buyers and curators to evaluate and package media quality at scale. Index Marketplaces is Index Exchange’s omnichannel platform for curated, signal-rich supply activation and sell-side decisioning.

Sell-side curation plays an increasingly important role in how media is planned, bought, and sold, helping shape the quality of supply that buyers ultimately activate across DSPs. Adelaide’s inclusion in Index’s Data Vendor Ecosystem introduces an outcome-linked quality signal directly at the point of deal creation, giving advertisers and other Marketplace partners a new way to prioritise inventory most likely to capture attention and drive results. Combined with Index’s unique support for GPID—with testing indicating improvements in accuracy by 25%—buyers and other Marketplace partners can evaluate and package media quality with greater consistency, transparency, and confidence across DSPs.

"The data available within Index Marketplaces plays a critical role in how supply is packaged and evaluated," said Marc Guldimann, co-founder & CEO of Adelaide. "Bringing AU into the Index’s Data Vendor Ecosystem gives buyers and other Index Marketplace partners a consistent way to factor media quality into curated deals, helping them align on value earlier in the transaction."

Adelaide’s AU is an omnichannel media quality rating that predicts a placement’s likelihood of capturing attention and driving impact. Increasingly used as a trading signal, AU helps buyers invest with greater confidence while enabling publishers to better reflect the value of their media. Its availability in Index’s Data Vendor Ecosystem reflects a broader shift toward quality-based decisioning, reinforcing the marketplace’s role not only as a point of access to supply but as a place where media value is defined.

Adelaide segments can be used by:

• Brands and media agencies to dynamically optimise spend toward placements proven to drive stronger outcomes
• Partners within Index Marketplaces to activate complementary signals within a transparent, interoperable marketplace

The integration supports Index’s strategic approach to data activation, providing flexible access to data signals through the DSP of choice, without added fees or custom integrations.

"Bringing Adelaide into the Index Marketplaces gives media buyers and other Marketplace partners a clearer way to factor media quality into deal construction," said Marybeth McGaugh, chief customer officer at Index Exchange. "AU adds a standardised, outcome-based signal that complements existing audience and contextual inputs, helping media buyers build more transparent, higher-quality curated supply."

Adelaide’s inclusion in Index Marketplaces expands the actionability of outcome-based attention metrics across programmatic buying, reinforcing both companies’ commitment to making media quality easier to activate at scale.

Adelaide

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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