Adelaide’s AU Ecosystem has reached 100 partners, with Pixability, Sightly, Silverpush, and Cadent joining as the first members of a new video curation category. The expansion helps curators and their advertising clients assess, validate, and improve the quality of curated inventory across connected TV (CTV) and online video (OLV) using Adelaide’s omnichannel media quality metric, AU.

Video curators use contextual, audience, and brand-suitability signals to select the channels, videos, and content environments where ads appear. Those signals guide placement decisions but don’t necessarily indicate a placement’s relative quality compared to other opportunities. AU adds an independent, outcome-trained media quality measure that lets advertisers benchmark curated inventory against standard buys and evaluate it alongside other media investments. Where channel- and content-level insights are available, curators can refine inclusion lists and shift spend toward higher-quality environments while campaigns are live.

"When we launched the AU Ecosystem, our goal was to make AU actionable across the campaign lifecycle by giving advertisers one place to find trusted partners for planning, buying, measurement, and optimisation," said Marc Guldimann, CEO and co-founder of Adelaide. "Reaching 100 partners shows that AU is gaining traction as a standard. Video curators are a natural next step, given their role in determining where video budgets go. AU helps them make better buying decisions for clients and substantiate the quality of media delivered."

A growing ecosystem for media quality

The AU Ecosystem connects advertisers with partners offering a range of AU-powered solutions, including:

• Publishers and media owners: Sponsored AU measurement, AU-guaranteed deals, and high-attention inventory packages.
• Programmatic platforms: AU pre-bid segments, custom bidding, and high-attention private marketplaces.
• Creative measurement partners: Insights to align creative with media quality. 
• Outcome measurement partners: Outcome data matched to placement-level AU to assess how campaign results vary with media quality.
• Video curators: AU-based curation and measurement so advertisers can benchmark against other buys and inform in-flight optimisation.

Advertisers can explore participating partners and request introductions through the AU Ecosystem portal, which now features the following video curation partners:

• Cadent applies AU to curated YouTube inventory through Cadent VuePlanner, providing independent quality signals within its broader Total Video offering.
• Pixability pairs AU with Pixie™, its agentic AI platform for YouTube curation and optimisation, to identify high-attention creator channels and evaluate the quality of paid and sponsored inventory. 
• Sightly combines AU with real-time contextual, audience, and cultural intelligence from its Brand Mentality® platform to examine how media platforms, content environments, and cultural relevance influence attention and campaign effectiveness.
• Silverpush adds AU measurement to its AI-powered contextual video campaigns, identifying higher-attention tactics at the video level to inform optimisation.

Comments from launch partners

David George, CEO, Pixability: "YouTube’s scale is a significant opportunity for marketers, but only if they can find and target the right creator content. Pixie, Pixability's agentic curation solution, now layers in Adelaide’s attention and outcome-probability data, so brands can curate YouTube content at scale based on what’s most likely to capture attention and drive results."

Blaise Lucey, VP of global marketing, Silverpush: "Our video-level contextual intelligence helps identify opportunities that broader targeting approaches can overlook. AU adds an outcome-trained quality signal, allowing us to pinpoint which strategies offer stronger attention potential and apply those findings while campaigns are live."

John Cobb, EVP and general manager, Cadent VuePlanner: "As video viewing becomes increasingly fragmented, advertisers need a consistent way to assess media quality across platforms. With Cadent VuePlanner, advertisers can tap into deep YouTube intelligence within our broader Total Video offering, while counting on AU for an independent measure of that inventory’s quality. This demonstrates the value of our curation strategies and gives advertisers greater confidence in their video investments."

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