ROAD Consultancy has announced a strategic partnership with Adelaide, a US company specialising in attention-based media quality measurement and targeting.

The collaboration marks Adelaide's expansion into the Asia-Pacific (APAC) region and aims to support both global and local brands and agencies as they shift towards attention-based targeting, moving beyond traditional metrics such as viewability.

Adelaide is headquartered in New York City and named after the global epicentre of evidence-based marketing in South Australia via Ehrenberg Bass. One of Adelaide's biggest rivals is also Adelaide-based attention metrics pioneer, Amplified Intelligence. Adelaide's attention metric is designed to help advertisers identify and target high-quality media and can now be applied through major demand-side platforms like The Trade Desk and Google Display & Video 360.

"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.

Adrian Lloyd, Co-Founder of ROAD Consultancy said: "Adelaide is revolutionising the way brands approach advertising by focusing on attention and media quality rather than viewability."

The partnership will focus on the application of Adelaide's AU metric for pre-bid targeting, a move that is expected to bring about a new era of innovation in the APAC media industry. "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.

ROAD Consultancy was established with the aim of elevating the APAC media industry by providing access to best-in-class technologies and partnerships.