Infillion Brings Adelaide’s AU Metric to Interactive Video to Help Advertisers Move Beyond Passive Viewability

Advertisers that prioritize higher AU scores consistently see full-funnel lifts; Infillion’s TrueX units score 22% above 2024 AU benchmarks across devices

NEW YORK, June 18, 2025 – Infillion, architect of ad tech’s first truly composable media buying platform, and Adelaide, the leader in attention-based media quality measurement, today announced a partnership that brings Adelaide’s AU metric to Infillion’s IDVx interactive video and TrueX value-exchange inventory. This partnership provides Adelaide with full-funnel outcome data to measure the unique experiential attention of Infillion’s TrueX formats.

Traditional viewability has long overvalued the fleeting “just-because-it-was-on-screen” attention over lean-forward moments when consumers choose to engage with brands. Infillion’s TrueX ads ask viewers to “pay” 30 seconds of focus in return for shorter ad pods, gated content, or in-app rewards, delivering brand experiences that audiences actually welcome. Now, that welcome attention can be measured.

Advertisers that prioritize higher AU scores consistently see upper as well as middle and lower funnel lifts. Infillion’s TrueX units score 22% above 2024 AU benchmarks across devices.

“With rich outcome data from Infillion, we can now more precisely assess the likelihood of attention and impact of TrueX formats across channels,” said Marc Guldimann, CEO of Adelaide. “There’s a stark difference between 100% viewable and high attention probability. We’re excited to partner with Infillion to show advertisers and publishers the value of these consumer-first formats at scale.”

Adelaide’s research-backed AU model already weighs hundreds of placement signals, but by tapping full-funnel outcome data from TrueX units, the partnership can now better distinguish the attention potential of TrueX ads as compared to more interruptive exposures.

Additionally, this partnership empowers agencies to gain a clear, independent rationale to deepen their investment in cost‑per‑engagement (CPE) pricing and justify premium CPMs-especially for new product launches and brand‑lift objectives.

“There’s a lot of hype around AI in advertising, but at the end of the day, the real currency is and always will be human attention,” said Laurel Rossi, Infillion’s Chief Growth Officer. “At the end of the day, advertisers aren’t really paying us for impressions; they’re paying us for impact. With Adelaide’s enhanced AU scoring, we can give our clients the additional proof they need to invest in what truly drives results – real engagement.”

As the industry advances toward transacting directly on attention, Infillion will further extend AU reporting across its portfolio of CTV, mobile, web, and in‑app inventory, giving brands and agencies a better lens on quality and opening the door to AU‑guaranteed buying in the future.

About Infillion
Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including ads and creative, audience targeting, identity and graphing, measurement and reporting, media supply, and campaign management. This flexibility allows brands, agencies, commerce enablers, retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems.

Headquartered in New York City, Infillion owns and operates industry-leading brands, including TrueX, MediaMath, Gimbal location-based technology, InStadium, and Analytiks.ai. Recognized as one of the most awarded companies in media, marketing, and advertising, Infillion was named one of Fast Company’s Most Innovative Companies of 2024. Learn more at www.infillion.com.

Read the original release here.