Case study
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Product update

Adelaide & Magellan AI team up to boost podcast ad effectiveness

January 2024

New York, United States; January 10, 2024 – Magellan AI, the podcast analytics platform, has partnered with Adelaide, the leader in attention-based media quality measurement, to surface attention metrics within its podcast measurement suite. Through this collaboration, Magellan AI is one of the first podcast intelligence platforms to offer show-level attention ratings by campaign, providing advertisers with critical insights into advertising effectiveness.

Recent coverage in Digiday highlights Adelaide’s advanced approach to measuring media quality in podcast environments using its omnichannel AU metric, which predicts any placement’s probability of attention and impact. AU is generated by a machine-learning model that considers exposure, eye-tracking, and full-funnel outcome data. For podcasts, exposure data falls into categories like genre, ad position, ad load, and ad type.

The addition of AU to Magellan AI’s platform helps advertisers pinpoint the most efficient sources of attention in podcasts, fueling smarter media investment decisions and better outcomes. AU ratings are normalized across channels, so advertisers can easily evaluate the effectiveness of podcast advertising relative to their other media investments.

“Adelaide’s research has demonstrated the exceptional value of audio alongside other mediums—particularly podcasts, which maintain an average AU far above channels like display and Walled Gardens,” said Marc Guldimann, CEO & Co-founder of Adelaide. “The untapped potential of high-quality podcast media is undeniable, and we look forward to working with Magellan AI to bring these insights to advertisers and help them achieve superior outcomes.”

“We’re thrilled to partner with the leader in attention metrics, Adelaide,” said Cameron Hendrix, CEO & Co-founder of Magellan AI. “Podcasts are one of the few channels where listeners routinely report something that advertisers new to podcasting find surprising - that they like ads in podcasts. Incorporating Adelaide’s AU data in Magellan AI’s industry-leading media planning and measurement platform adds a key metric that supports investment in podcasts as a channel.”

Data from the Magellan AI platform, broken out across a large number of podcasts and individual episodes, will also feed into Adelaide’s AU model for podcasts, ensuring comprehensive and precise attention insights for media buyers. Starting early this year, customers can find this data in the Magellan AI platform.

Learn more about attention measurement for podcasts and get a demo at

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