Infillion, Adelaide partnership
June 18, 2025
Infillion, architect a composable media buying platform, and Adelaide, a specialist in attention-based media quality measurement, have announced a partnership that brings Adelaide’s AU metric to Infillion’s IDVx interactive video and TrueX value-exchange inventory. This partnership provides Adelaide with full-funnel outcome data to measure the unique experiential attention of Infillion’s TrueX formats.
Traditional viewability has long overvalued the fleeting “just-because-it-was-on-screen” attention over lean-forward moments when consumers choose to engage with brands. Infillion’s TrueX ads ask viewers to “pay” 30 seconds of focus in return for shorter ad pods, gated content, or in-app rewards, delivering brand experiences that audiences actually welcome. Now, that welcome attention can be measured.
Advertisers that prioritise higher AU scores consistently see upper as well as middle and lower funnel lifts. Infillion’s TrueX units score 22% above 2024 AU benchmarks across devices.
“With rich outcome data from Infillion, we can now more precisely assess the likelihood of attention and impact of TrueX formats across channels,” said Marc Guldimann, CEO of Adelaide. “There’s a stark difference between 100% viewable and high attention probability. We’re excited to partner with Infillion to show advertisers and publishers the value of these consumer-first formats at scale.”
Adelaide’s research-backed AU model already weighs hundreds of placement signals, but by tapping full-funnel outcome data from TrueX units, the partnership can now better distinguish the attention potential of TrueX ads as compared to more interruptive exposures.
Additionally, this partnership empowers agencies to gain a clear, independent rationale to deepen their investment in cost‑per‑engagement (CPE) pricing and justify premium CPMs-especially for new product launches and brand‑lift objectives.
“There’s a lot of hype around AI in advertising, but at the end of the day, the real currency is and always will be human attention,” said Laurel Rossi, Infillion’s Chief Growth Officer. “At the end of the day, advertisers aren’t really paying us for impressions; they’re paying us for impact. With Adelaide’s enhanced AU scoring, we can give our clients the additional proof they need to invest in what truly drives results – real engagement.”
As the industry advances toward transacting directly on attention, Infillion will further extend AU reporting across its portfolio of CTV, mobile, web, and in‑app inventory, giving brands and agencies a better lens on quality and opening the door to AU‑guaranteed buying in the future.
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