Founded in 2019, Adelaide offers a metric used by media buyers to evaluate quality across media channels, based on how audiences engage with advertising campaigns.

The company has appointed Ed Bristow (pictured) as commercial director, Emea, to lead the London office.

Bristow was most recently client development director, publishers and platforms, at Oracle Advertising and has previously held senior roles at MindProber and GWI. 

The opening of an office in London follows US-based Adelaide’s recent work with Xaxis in Switzerland to offer advertisers the chance to buy media based on attention metrics. 

Marc Guldimann, chief executive and co-founder of Adelaide, said the company has seen “growing demand from brands” in the Emea region for attention measurement and optimisation.

Guldimann said: “As we continue to scale our solution from an activation standpoint, we want to ensure dedicated hands-on support for clients globally. Ed is the perfect person to lead this charge given his deep understanding of the measurement space, knowledge of our clients’ needs on both the buy and sell-side, and experience scaling a business unit.”