Nielsen collaborates with Adelaide
October 7, 2025
Nielsen, the specialist in audience measurement, has announced a strategic collaboration with Adelaide to create a way to understand campaign effectiveness across reach and attention measurement.
With this integration, Adelaide, a player in attention-based media quality measurement, becomes the latest company to join Nielsen’s Outcomes Marketplace within Nielsen ONE. Adelaide’s omnichannel metric AU, which measures a media placement’s ability to capture attention and drive outcomes, is now available through Nielsen’s Outcomes Marketplace.
As part of this offering, Nielsen has also developed a new set of metrics that gauge the efficiency of achieving both reach and attention. By combining Adelaide’s AU with Nielsen’s established reach data, these metrics enable marketers to better optimize their campaigns mid-flight by allowing them to see efficiency scores across ad placements.
One key benefit of this integration, says Nielsen, is that it gives advertisers and publishers a more effective way to buy and sell media, maximise the impact of their ad investments, and validate media performance. It addresses a pressing industry challenge by delivering a more holistic and connected view of campaign performance for both buyers and sellers. It also strengthens Nielsen’s Outcomes Marketplace, offering marketers a complete system for top-to-bottom measurement, including insights into media quality, creative quality, brand lift and sales lift.
“We’re excited to team up with Adelaide to develop a solution that the industry really needs, which is moving beyond reach to deliver a unified, actionable and measurable view of campaign performance. This solution offers marketers the trusted, holistic and outcomes-driven insight that they need to succeed in the future,” said Nichole Henderson, SVP of Global Outcomes Product at Nielsen.
“The industry has long measured how many people an ad reaches, but not how well that media works – or the quality of that reach,” said Marc Guldimann, CEO & Co-founder of Adelaide. “By combining Nielsen’s audience data with AU, a proven measure of media quality that predicts outcomes, we’re giving the market a simple, outcome-focused way to connect scale with quality and tie media investment decisions more directly to business results.”
“For too long, we’ve navigated a fragmented landscape, and this solution brings much-needed simplicity and connectivity, helping to unify disparate data points. We’ve consistently advocated for reframing media value beyond traditional CPMs, pushing for greater attention and engagement metrics,” added Nicolas Grand, Executive Director, Research & Investment Analytics, WPP Media. “This partnership reinforces the direction needed to connect the dots on the bigger picture, and ultimately, deliver superior client outcomes and an enhanced viewer experience.”
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