Adelaide becomes the first attention metrics firm to enter the MRC accreditation process

The process of getting accreditation through the Media Rating Council is no walk in the park — in fact, some refer to it as a “trail of tears.” But the imprimatur of legitimacy it can confer on various forms of measurement around media and marketing can change those companies’ directions and fortunes. 

Currently among the services in line for going through the accreditation process — and the only pure attention metrics firm in the chute at the moment — Adelaide is certainly hoping for that stamp of approval. And it’s recently expanded its offering to include publisher-side input that helps to round out its offering.

According to Marc Guldimann, founder and CEO of Adelaide, the seventh version of its AU attention metric, the version undergoing scrutiny from the MRC, was developed in partnership with a variety of publishers (including the New York Times Co. and The Wall Street Journal) after Adelaide rolled out a publisher product earlier this year. It’s also using outcome data from Rita, a data firm it acquired earlier this year.

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