Onetag and Adelaide introduce attention-based programmatic media planning and activation

Onetag, the AI-powered Smart Curation Platform for high media quality and better performance, today announces a partnership with Adelaide, the industry leader in attention-based media quality measurement.



The partnership will measure Onetag’s global premium supply against Adelaide’s AU attention metric data, and make AU threshold-based targeting options available within Onetag’s Smart Curation platform for programmatic deal creation and activation. Adelaide will additionally use Onetag Smart Curation for custom deal activation.

The integration builds on Adelaide’s expertise in the creation of high-AU private marketplaces, offering AU-filtration as a seamless targeting option for programmatic deals, alongside other essential day-to-day levers of programmatic media planning.

“This partnership with Adelaide is another sign of our commitment to providing our customers with the most complete programmatic solution,” said Filippo Gramigna, co-CEO at Onetag. “Adelaide has established itself as the leader in attention-based media quality measurement. Applying their AU data to our global supply enriches the vital element of attention in our already comprehensive suite of targeting options.”

“Our partnership with Onetag advances our goal of making media quality metrics readily accessible to all buyers,” said Marc Guldimann, CEO and Founder of Adelaide. “This integration is one of the most streamlined methods to target using AU, enabling advertisers to easily enhance media buying precision.”

 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.

 About Onetag
Onetag Smart Curation provides your co-pilot for better media performance.

Our programmatic deal platform and AI-powered technology deliver more effective digital advertising for the open internet, harnessing deeper placement level intelligence to achieve your business outcomes.

We feed every DSP with curated, high performing impressions from over 2,000 directly integrated publishers, using real-time data without cookies.

We filter out all the wastage and optimize to deliver only high attention and uncluttered inventory, contextual relevance and engaged users.

Also published in: Martech360