The agreement will see Adelaide use the Disqo tools Brand Lift and Outcomes Lift, both of which are advertising measurement products.

The measurement tools will support Adelaide’s AU attention metric tool, which aims to provide transparency into media quality.

The integration will allow Adelaide to use Disqo’s platform to train its machine learning models that generate AU ratings, which predicts a placement’s likelihood of driving attention and subsequent impact on advertiser key performance indicators.

Adelaide also said that Disqo’s tools would help advertisers to understand and demonstrate the full-funnel impact of high-quality attentive media, from brand awareness to intermediate digital behaviours, like search.

Disqo’s CX platform helps marketers measure media impact across television, connected television, social media, mobile and digital, including examining e-commerce platforms’ campaign performance.

Marc Guldimann, co-founder and chief executive at Adelaide, said: “The adoption of attention metrics is skyrocketing as brands seek new ways to plan and optimise their campaigns.

“With Disqo’s scaled behavioural insights integrated into our AU model, our clients will be better able to understand media quality and value, and achieve more efficient outcomes.”

Stephen Jepson, executive vice-president sales, advertising effectiveness, at Disqo, said: “Disqo and Adelaide are like-minded companies that fuel brand growth with transparency and evidence-based measurement of advertising effectiveness.

“At Disqo, we believe every brand should have the ability to question, test and measure every decision, and our work with Adelaide will help brands and publishers understand media quality and advertising effectiveness in new ways.”