Adelaide Metrics acquires Rita to enhance its Attention Metrics with a marketplace of data

Great news for portfolio company Adelaide, which extended its funding at a $60m valuation and acquired Rita, a marketplace for advertising data focused on the EU.

From Adelaide’s press release:

“This acquisition underscores Adelaide’s commitment to delivering a media quality metric that predicts outcomes with unparalleled accuracy. Adelaide’s AU metric is a 0–100 score reflecting any placement’s probability of attention and subsequent impact. It combines attention metrics, device signals, and full-funnel outcome data to measure media quality and covers 95% of a typical media buy. Given the critical role of outcome data in Adelaide’s AU models, Rita’s rich behavioral data will enhance the predictive accuracy of AU.”

According to AdExchanger:

“Rita’s platform offers users more control over and transparency into the behavioral data collected on them by Google, Amazon and Meta. Users opt into sharing information with Rita about what ads they’ve been exposed to on these platforms and whether they’ve taken some kind of action in response.

Adelaide will use Rita’s ad exposure and conversion data to train its model for assigning attention scores to media placements. In other words, Rita’s determination of whether an ad placement has led to a conversion will become a part of Adelaide’s attention score.

But while that might sound like Adelaide is getting into the attribution business, that’s not the case, Guldimann said. Adelaide sees Rita’s data set as a way to bolster its existing capabilities, he added, rather than as an opportunity to sell a measurement product for tying conversions to ad exposures.”

Read more here: https://www.adexchanger.com/technology/adelaide-raises-1-4-million-from-aperiam-and-acquires-data-marketplace-rita/

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