Loading organizations...
§ Private Profile · New York City, NY, USA
AdTech company providing attention-based media quality measurement for advertisers and publishers, focused on the AU metric.
Adelaide is a New York-based advertising technology company that develops attention-based media quality measurement tools to help advertisers optimize their digital media spend. The company provides business-to-business software and data licensing centered around its proprietary Attention Unit metric, which evaluates the likelihood of an ad placement capturing human attention across various omnichannel digital advertising campaigns. Operating with an estimated 11 to 50 employees, the firm has raised approximately $3.4 million in total venture funding, including a $1.4 million seed extension round in late 2023. Adelaide is backed by institutional investors such as Human Ventures and BlueRun Ventures, and it integrates its measurement data with major industry platforms and consumer brands including The Trade Desk, Mars, and AB InBev. The enterprise was originally founded in 2019 by Marc Guldimann, Perry Papadopoulos, and Zach Kubin.
Adelaide has raised $8.4M across 2 funding rounds.
Adelaide has raised $8.4M in total across 2 funding rounds.
Adelaide has raised $8.4M across 2 funding rounds. Most recently, it raised $1.4M Seed in August 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Aug 22, 2024 | $1.4M Seed | — | — | Announced |
| Jun 1, 2022 | $7M Seed | — | ACME Capital, BIG SKY Health, Expa, Founders Fund, Human Ventures, LAUNCH, Visionaire Ventures, Wildcat Ventures, Jared Leto, Rashaun Williams, Shervin Pishevar | Announced |
Adelaide is a New York-based technology company specializing in attention-based media quality measurement for the digital advertising industry. It offers AU (Attention Unit), an omnichannel metric that evaluates media quality across channels, helping advertisers predict full-funnel business outcomes more accurately than traditional verification metrics and optimize media investments.[1][4][6]
Founded in 2019 (with some sources noting 2020), Adelaide serves major brands like Coca-Cola and Škoda Auto, enabling smarter programmatic activation of attention data within DSPs such as The Trade Desk and Google DV360. The company has raised seed funding extensions, including $1.4 million led by Aperiam Ventures, and grown to nearly 80 employees (up to 161 per recent estimates) with $4 million in annual revenue, demonstrating strong growth momentum through acquisitions and integrations.[1][2][3]
Adelaide was co-founded in 2019 by Marc Guldimann (CEO) and Perry Papadopoulos (VP of Product and Engineering), both with deep roots in digital media innovation. Guldimann, a Carnegie Mellon graduate in Social Decision Sciences, previously founded Parsec—the first marketplace for time-spent-based media sales—and served as founding CEO of Enliken and Spongecell, after pioneering wireless network virus filters. Papadopoulos led Parsec's platform development, produced rich media creatives, and built e-commerce platforms earlier in his career at Rice University.[4]
The idea emerged from frustrations with gamed, fragmented ad metrics in an $800B industry lacking transparency. Early traction came via evidence-based AU metric development, partnerships with top advertisers, and award-winning campaigns. A pivotal 2022 moment was the $1.4M seed extension and all-stock acquisition of EU-focused data marketplace Rita, boosting valuation to $60M, adding engineering talent, and expanding data transparency on platforms like Google, Amazon, and Meta.[2][4]
Adelaide stands out in media measurement through these key strengths:
Adelaide rides the attention economy wave amid ad industry shifts away from easily manipulated metrics toward outcome-linked measurement, fueled by privacy regulations (e.g., post-cookie era) and big tech data silos. Its timing aligns with rising demand for transparent, omnichannel analytics as advertisers seek ROI in fragmented channels—Google, Meta, Amazon dominate but face scrutiny, making Rita's opt-in data a timely counter.[2][4][6]
Market forces like programmatic ad growth ($800B+ industry) and AI-driven personalization favor Adelaide's integrations, influencing the ecosystem by pushing AU as an industry currency. This elevates buy-side decision-making, reduces waste, and complements infrastructure investors like Aperiam, positioning Adelaide to standardize attention as a fairer alternative to attribution models.[2][7]
Adelaide is poised for Series A-scale growth, with US Rita rollout by mid-2023 (now likely complete or advanced) and deeper DSP embeds accelerating AU adoption. Trends like AI-enhanced media optimization and regulatory privacy pushes will amplify its edge, potentially evolving it into a full-stack attention platform influencing ad tech standards.[2]
As the pioneer humanizing opaque media buys, Adelaide could redefine fairness in digital advertising—watch for partnerships with more hyperscalers and metrics becoming table stakes for brands.
Adelaide has raised $8.4M in total across 2 funding rounds.
Adelaide's investors include ACME Capital, Big Sky Health, Expa, Founders Fund, Human Ventures, LAUNCH, Visionaire Ventures, Wildcat Ventures, Jared Leto, Rashaun Williams, Shervin Pishevar.