Nielsen and Adelaide Launch the Industry’s First Unified View of Reach and Media Attention

New metrics offer marketers a much clearer understanding of how
effectively and efficiently ad placements achieve both reach and attention.

Adelaide is the latest to integrate with Nielsen’s Outcomes Marketplace.

New York, October 7, 2025 – Nielsen, a global leader in audience measurement, today announced a new strategic collaboration with Adelaide to create a timely and much needed way to understand campaign effectiveness across reach and attention measurement. 

With this integration, Adelaide, a leader in attention-based media quality measurement, becomes the latest company to join Nielsen’s new 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 is that it gives advertisers and publishers a more effective way to buy and sell media, maximize 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 addition of Adelaide’s AU metric to the Outcomes Marketplace enables performance comparisons, benchmarking, and deeper insights that combine attention-based media quality with Nielsen’s currency-grade audience reach data. Marketers also gain clear visibility into audience de-duplication as well as overall campaign quality, value, and business impact.

“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,” said 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.”

Nielsen’s collaboration with Adelaide further builds on the momentum behind its Outcomes Marketplace launch. Introduced in July 2025, Nielsen’s Outcomes Marketplace is an interoperable ecosystem for Nielsen and partner measurement data that brings together a diverse set of key brand, sales, attention, and conversion metrics within the Nielsen ONE platform for the first time.

About Nielsen

Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

About Adelaide

Adelaide is the leader in attention-based media quality measurement. Our mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outcomes. Adweek has called Adelaide’s AU “the attention economy’s most widely recognized metric.” Proven to predict full-funnel outcomes more accurately than any existing metric, AU helps the world’s largest brands make smarter investment decisions, activate attention data programmatically, and drive better performance. Adelaide is named after the global epicenter of evidence-based marketing in southern Australia and headquartered in New York City. For more information, visit adelaidemetrics.com.

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