Attention firm Adelaide penetrates holding company media agencies with new tool

In the never-ending quest to understand which part of advertising investments deliver the best results, attention metrics have pushed themselves to the forefront of consideration by brands and media agencies.

Digiday has learned that Adelaide, one of several attention firms trying to get the, umm, attention of those brands and media agencies, is rolling out a new planning tool and dashboard called Flight Control that’s surprisingly being adopted across a wide array of media agencies, programmatic vendors and other ad-tech firms. 

Using Adelaide’s fundamental AU metric, which gauges how much attention an ad delivers in a given placement, Flight Control’s dashboard lets users enter or input three criteria: Outcome type (as in, upper, middle, or lower-funnel outcomes); ad category (CPG, auto, etc.) and channel or media: (display, online video).

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