Nielsen and Adelaide collaboration enhances campaign measurement

Nielsen has entered a strategic collaboration with Adelaide to create a unified system for evaluating campaign effectiveness across both reach and attention. The partnership integrates Adelaide’s attention-based media quality metric, AU, into Nielsen’s Outcomes Marketplace within the Nielsen ONE platform.

Through this collaboration, Nielsen and Adelaide aim to help advertisers and publishers better understand how effectively their campaigns reach and engage audiences. The integration combines Adelaide’s AU metric—which measures a media placement’s ability to capture attention and drive outcomes—with Nielsen’s audience reach data to offer marketers deeper insights into campaign efficiency and impact.

Nielsen has developed new metrics that assess the efficiency of achieving both reach and attention, giving marketers the ability to monitor and optimize campaigns mid-flight. The combined data set provides efficiency scores across ad placements, supporting more informed media buying and improved validation of performance.

The partnership also enhances Nielsen’s Outcomes Marketplace, offering a comprehensive suite of metrics covering media quality, creative quality, brand lift, and sales lift. This connected view enables buyers and sellers to make better decisions and maximize advertising investments.

Nichole Henderson, SVP of Global Outcomes Product, Nielsen: "We’re excited to team up with Adelaide to develop a solution that the industry really needs, which is moving beyond reach to deliver a unified, actionable and measurable view of campaign performance. This solution offers marketers the trusted, holistic and outcomes-driven insight that they need to succeed in the future."

The integration allows advertisers to benchmark performance, compare placements, and gain clear visibility into audience de-duplication and overall campaign quality.

Marc Guldimann, CEO and Co-founder, Adelaide: "The industry has long measured how many people an ad reaches, but not how well that media works – or the quality of that reach. By combining Nielsen’s audience data with AU, a proven measure of media quality that predicts outcomes, we’re giving the market a simple, outcome-focused way to connect scale with quality and tie media investment decisions more directly to business results."

Nicolas Grand, Executive Director, Research & Investment Analytics, WPP Media: "For too long, we’ve navigated a fragmented landscape, and this solution brings much-needed simplicity and connectivity, helping to unify disparate data points. We’ve consistently advocated for reframing media value beyond traditional CPMs, pushing for greater attention and engagement metrics. This partnership reinforces the direction needed to connect the dots on the bigger picture, and ultimately, deliver superior client outcomes and an enhanced viewer experience."

Launched in July 2025, Nielsen’s Outcomes Marketplace provides an interoperable ecosystem that unites Nielsen and partner data across brand, sales, attention, and conversion metrics. The addition of Adelaide’s AU metric strengthens this platform, giving marketers access to a complete framework for measuring campaign performance within Nielsen ONE.

www.nielsen.com

www.adelaidemetrics.com

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