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Adelaide Metrics

New York, US · Founded 2020 · 6 known investors

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Adelaide provides an attention-based media quality metric called AU that scores advertising placements on a 0–100 scale using a machine learning model trained to business outcomes. It helps advertisers compare omnichannel media quality across display, online video, social, CTV, linear, and podcasts, with programmatic activation through DSPs.

AdTechAI & Machine LearningMarketing Tech

Founders & leadership

Adelaide Metrics was founded in 2020 by Marc Guldimann, Zach Kubin, and Perry Papadopoulos.

MGMarc Guldimann
Marc GuldimannFounder & CEOA serial founder in advertising technology, he previously started and led Spongecell (acquired by Flashtalking), Enliken (assets acquired by Datacoup), and Parsec Media (acquired by Kargo). He also founded and serves on the board of The Attention Council.
ZKZach Kubin
Zach KubinCo-FounderHe spent four years as VP of Sales at Parsec Media and earlier held roles at Onswipe, Joule, WPP Media, and Flying Point Digital, working across media planning, sales, and strategic partnerships. He also co-founded and edited the industry blog What Happens In Media Planning.
PPPerry Papadopoulos
Perry PapadopoulosCo-Founder & VP ProductHe previously led product and engineering at Parsec Media, where he was SVP of Product & Engineering, and held a similar role at Sled. Earlier work included front-end engineering and UI/UX design roles at eponym and MSF Global Solutions.
TTTony Talal
Tony TalalVP, Operations2023–2026Tony Talal holds an MBA in Strategy, Innovation & Entrepreneurship from NYU Stern and has prior experience in media monetization strategy, including pricing, inventory management, and ad technology infrastructure. He is Executive Officer at Adelaide Metrics, which provides an attention-based media quality metric for evaluating advertising placements across omnichannel channels.
DD
Diane deCordovaNamed on SEC filing

Board

JMJoe Marchese
Joe MarcheseMember Board Of DirectorsExecutive Chairman at Human Ventures
HL
Harmon LyonsBoard director

Investors · 6

GOAL Ventureslisted by GOAL VenturesLos Angeles

How we know: GOAL Ventures's portfolio page · Not right? Tell us

Pitchdrivelisted by PitchdriveAntwerp · $250K – $2M

How we know: Pitchdrive's portfolio page · the VCSheet dataset · Not right? Tell us

AARPreported

How we know: a partner's Signal profile · Not right? Tell us

Aperiam VenturesreportedAllendale · $200K – $2M

How we know: a partner's Signal profile · Not right? Tell us

Human VenturesreportedNew York · $250K – $500K

How we know: a partner's Signal profile · the VCSheet dataset · Not right? Tell us

Reported raises · per SEC filings

Form D private placements

$4.6M disclosed across 2 rounds · 2022–2024

▶$1.2MraisedAug 2024 · 18 investors · Other Technology
Rule 506(b)
Officers, directors & promoters on the filing
  • Tony TalalExecutive Officer
  • Harmon LyonsDirector
  • Joe MarcheseDirector
  • Marc GuldimannExecutive Officer, Director, Promoter
Offering amount
$3M
Amount sold
$1.2M
First sale
Jul 2024
Incorporated
Corporation, Delaware, 2020
Federal exemptions
06b
Full filing on SEC EDGAR ↗
▶$3.4MraisedJul 2022 · 31 investors · Other Technology
Rule 506(b)
Officers, directors & promoters on the filing
  • Marc GuldimannExecutive Officer, Director, Promoter
  • Joe MarcheseDirector
  • Diane deCordovaExecutive Officer, Director
Offering amount
$9.5M
Amount sold
$3.4M
First sale
Jun 2022
Incorporated
Corporation, Delaware, 2020
Federal exemptions
06b
Full filing on SEC EDGAR ↗

Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.

Founder mafia

2 people who came through Adelaide Metrics went on to found or lead other companies.

Joe MarcheseDirectorFounded Human VenturesMarc GuldimannCo-Founder & CEOFounded Parsec Media

Frequently asked questions

What does Adelaide Metrics do?
Adelaide provides an attention-based media quality metric called AU that scores advertising placements on a 0–100 scale using a machine learning model trained to business outcomes. It helps advertisers compare omnichannel media quality across display, online video, social, CTV, linear, and podcasts, with programmatic activation through DSPs.
Who founded Adelaide Metrics?
Adelaide Metrics was founded by Marc Guldimann, Zach Kubin, Perry Papadopoulos in 2020.
Who are Adelaide Metrics's investors?
Adelaide Metrics's investors include BlueTree Venture Capital, GOAL Ventures, Pitchdrive, AARP, Aperiam Ventures, Human Ventures.
How much funding has Adelaide Metrics raised?
Adelaide Metrics has disclosed $4.6M raised across 2 rounds.
Where is Adelaide Metrics headquartered?
Adelaide Metrics is headquartered in New York, US.