ROAD Consultancy, a newly established digital media consultancy, has announced a strategic partnership with Adelaide, an attention-based media quality measurement and targeting company. This collaboration marks Adelaide's expansion into the Asia-Pacific (APAC) region, with a focus on supporting both global and local brands and agencies as they shift towards attention-based targeting, moving beyond traditional metrics such as viewability.

Adelaide's AU metric for pre-bid targeting will be a key focus of the partnership. This capability can be applied through major demand-side platforms like The Trade Desk and Google Display & Video 360. The AU metric is designed to help advertisers identify and target high-quality media, aiming to maximise ad performance and full-funnel business outcomes.

"We’re thrilled to partner with ROAD Consultancy to empower advertisers to make smarter investment decisions that lead to better outcomes," said Marc Guldimann, CEO and Co-Founder of Adelaide. This sentiment was echoed by Adrian Lloyd, Co-Founder of ROAD Consultancy, who stated, "Adelaide is revolutionising the way brands approach advertising by focusing on attention and media quality rather than viewability."

The partnership also signifies a significant step for ROAD Consultancy, which was established to elevate the APAC media industry by providing access to best-in-class technologies and partnerships. "The expansion of Adelaide into the APAC region signals a new era of innovation in our market, and we are thrilled to play a key role in this journey," said Rowan Williams, Co-Founder of ROAD Consultancy.