Seedtag, a contextual advertising intelligence platform, announced a partnership with Adelaide, an attention-based metrics provider, to enable users to gain a deeper understanding of media quality. 

Based in the US, Adelaide provides “AU”, a suite of attention-based media quality measurement solutions. The firm's omnichannel solutions work across multiple channels, formats, and devices. The firm provides solutions for a range of global brands across industries including Coca-Cola, New Balance, Skoda, Slack, and NBA. 

Seedtag claims that the new partnership would provide its users with insights into how contextual advertising drives attention benchmarks while providing measurable metrics on the effectiveness of its AI-powered ad placement and optimization tools. The firm also expects to leverage Adelaide’s reputation amongst top brands in the US to drive its expansion in the US. 

Analyst Quicktake: The partnership with Adelaide is in line with Seedtag’s strategy as indicated at its last fundraising round in July. The management stated its plans to utilize the funding to further develop its contextual AI technology and accelerate its presence in the US which also saw the relocation of its co-founder Albert Nieto to the US.