10 Upfronts 2026 | Paramount Australia Partners With Adelaide To Bring Attention Measurement To Premium Streaming Effectiveness – Paramount Advances CTV Innovation With Adelaide’s Proven Global Attention Measurement Capabilities.
Paramount Australia has announced a strategic, partnership with Adelaide, the global leader in attention measurement, putting attention at the centre of streaming advertising effectiveness.
This collaboration moves beyond traditional metrics by applying Adelaide’s AU attention score – the industry’s most widely adopted attention measure – across Paramount’s premium streaming environments and innovative connected television (CTV) ad solutions.
The partnership provides advertisers with transparent, outcome-driven insights into media quality through a methodology trusted by leading global marketers to validate Paramount’s attention performance.
“Attention is the currency that matters,”
– said Rod Prosser, Chief Sales Officer, Paramount Australia.
“Advertisers are demanding proof that premium environments deliver premium results. We’ve always known our audiences are highly engaged – Adelaide’s measurement expertise validates that connection between investment and tangible brand and business outcomes with unprecedented precision.”
The collaboration fills a critical gap in streaming measurement, enabling advertisers to leverage actionable insights to inform future campaign planning. It also supports comparative analysis across content types, formats, and contextual relevance, empowering smarter, data-driven decisions.
Marc Guldimann, CEO & Co-founder, Adelaide, said:
“Paramount Australia is leading the way in transparency and accountability for streaming. By measuring AU across their CTV ad solutions, they’re giving advertisers a clearer view of media quality, its link to outcomes, and the true value of their investments.”
Paramount Australia’s partnership with Adelaide extends its commitment to advertising innovation beyond creative technology to encompass measurement and accountability. Agencies and marketers can finally measure what truly matters: Attention, backed by actionable insights.
Media Release – Paramount
Link to 10 HERE
TV Central 10 content HERE
10 Upfronts 2026 | Paramount Australia Partners With Adelaide To Bring Attention Measurement To Premium Streaming Effectiveness
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