Brands Get Access To Unique Media Quality Metrics With Kargo and Adelaide Partnership
December 9, 2021
Kargo is the First SSP to Measure Inventory with Adelaide AU, Delivering Increased Media Quality Transparency for Brands and Publishers
Adelaide, the industry leader in the rapidly growing field of evidence-based media quality measurement, announced a partnership with Kargo, the leader in creating best-in-class digital advertising experiences for brands, publishers and audiences, making Kargo the first SSP to measure inventory using Adelaide’s omnichannel media quality metric, AU. Adelaide provides comprehensive measurement of the media Kargo buys, giving Kargo clients another layer of quality and control.
“We’re always looking for partners that provide additional insights and analytics for our brands, and Adelaide provides that with their attention-based metrics. Our unique relationship with Adelaide ensures that our media buyers get direct access to their attention-based metrics,” said Harry Kargman, Founder & CEO at Kargo.
Viewability is an accredited industry standard, but as a binary metric it does not consider proven quality signals like clutter and page geometry, making it a poor proxy for media quality. Adelaide’s AU moves beyond viewability by evaluating hundreds of contextual and environmental indicators of quality across channels, formats, and devices. By increasing the transparency of media quality, AU helps brands understand the true value of their media investment and uncover optimization opportunities that drive more efficient and impactful results. Kargo now offers this next level in attention-based quality control to buyers directly on its platform to help brands go deeper with their targeting and performance management.
“As the first SSP to run inventory directly in the Adelaide platform, Kargo is a true leader in quality and transparency for brands. This partnership provides our customers a new level of insight into the media they buy, which drives better advertiser outcomes. Beyond improving media performance, our partnership moves the industry one step closer to establishing a vital component of any healthy market: a shared understanding of quality and value among media buyers and sellers,” said Marc Guldimann, CEO of Adelaide.
Kargo provides premium advertising experiences that deliver unique opportunities for brands. With exclusive products like Kargo’s Social Canvas and Branded Takeover, quality is a top priority to help both brands and publishers attain maximum performance. Adelaide’s approach to measuring attention, rather than simply evaluating placement quality based only on a viewability metric, provides a more nuanced and intelligent set of insights that empower brands and publishers to make media decisions that work towards their goals and quality standards.
About Adelaide
Adelaide is a leader in the rapidly growing field of evidence-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates hundreds of signals to predict attention and drive more efficient outcomes. Since 2019, Adelaide has enabled the world’s top brands to understand media quality across their entire media spend and uncover valuable optimization opportunities to reduce waste and drive better results. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City. For more information, visit www.adelaidemetrics.com.