New metrics offer marketers a much clearer understanding of how
effectively and efficiently ad placements achieve both reach and attention.
阿得莱德是最新一家与尼尔森结果市场（Nielsen's Outcomes Marketplace）整合的公司。
New York, October 7, 2025 – 尼尔森, a global leader in audience measurement, today announced a new strategic collaboration with Adelaide to create a timely and much needed way to understand campaign effectiveness across reach and attention measurement.
With this integration, Adelaide, a leader in attention-based media quality measurement, becomes the latest company to join Nielsen’s new 成果市场 within Nielsen ONE. Adelaide’s omnichannel metric AU, which measures a media placement’s ability to capture attention and drive outcomes, is now available through Nielsen’s Outcomes Marketplace.
作为这项服务的一部分，尼尔森还开发了一套新的指标，用于衡量实现到达率和关注度的效率。通过将Adelaide的AU与尼尔森既有的到达率数据相结合，这些指标使营销人员能够看到广告投放的效率得分，从而在中期更好地优化他们的营销活动。
这种整合的一个主要好处是，它为广告商和出版商提供了一种更有效的方式来购买和销售媒体、最大限度地提高广告投资的效果并验证媒体性能。它通过为买卖双方提供更全面、联系更紧密的广告活动效果视图，解决了行业面临的紧迫挑战。它还加强了尼尔森的 "结果市场"（Outcomes Marketplace），为市场营销人员提供了一个完整的从上到下的衡量系统，包括对媒体质量、创意质量、品牌提升和销售提升的洞察。
"我们很高兴能与Adelaide合作开发行业真正需要的解决方案，即超越覆盖范围，提供统一、可操作和可衡量的营销活动绩效视图。尼尔森全球结果产品高级副总裁Nichole Henderson表示："该解决方案为营销人员提供了值得信赖的、全面的、以结果为导向的洞察力，这是他们在未来取得成功所必需的。
将Adelaide的AU指标加入 "结果市场"（Outcomes Marketplace）后，可以将基于关注度的媒体质量与尼尔森的货币级受众覆盖率数据相结合，进行绩效比较、设定基准和深入洞察。营销人员还能清楚地了解受众重复情况以及整体营销活动的质量、价值和业务影响。
“The industry has long measured how many people an ad reaches, but not how well that media works – or the quality of that reach,” said Marc Guldimann, CEO & Co-founder of Adelaide. “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.”
“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,” said Nicolas Grand, Executive Director, Research & Investment Analytics, WPP Media. “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.”
尼尔森与阿德莱德的合作进一步巩固了其成果市场（Outcomes Marketplace）发布的势头。尼尔森的Outcomes Marketplace于2025年7月推出，是尼尔森与合作伙伴测量数据的互操作生态系统，首次在Nielsen ONE 平台上汇集了一系列关键的品牌、销售、关注度和转化指标。
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
关于阿德莱德
Adelaide is the leader in attention-based media quality measurement. Our mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outcomes. 广告周刊 has called Adelaide’s AU “the attention economy’s most widely recognized metric.” Proven to predict full-funnel outcomes more accurately than any existing metric, AU helps the world’s largest brands make smarter investment decisions, activate attention data programmatically, and drive better performance. Adelaide is named after the global epicenter of evidence-based marketing in southern Australia and headquartered in New York City. For more information, visit adelaidemetrics.com.
媒体联系方式：
尼尔森
Elaine Wong
elaine.wong@nielsen.com
Adelaide
Kaitlin Nizolek
kaitlin@adelaidemetrics.com
