Uber Advertising Unveils Industry-First Custom Attention Metric with Adelaide and Kantar

Uber Advertising formats’ attention scores outperform industry benchmarks by up to 43% 

San Francisco, CA [October 31, 2025] — Uber Advertising today announced a first-of-its-kind global partnership with Adelaide and Kantar to create a Custom AU for Uber Advertising, advancing how attention is measured and connected to outcomes, and introducing a scalable approach that sets a new standard for the industry. 

Custom AU for Uber Advertising provides advertisers with a more accurate understanding of the ability to drive attention through Uber’s platforms. This is because Custom AU for Uber Advertising incorporates Kantar’s brand lift results and detailed data about Uber Advertising placements and delivery of ads into Adelaide’s methodology, which predicts a placement’s likelihood to capture attention and deliver business results by analyzing signals like ad size, time in view, clutter, and position. The combination yields a more precise measure of media quality across its ad formats. 

This marks the first platform-specific performance-based custom model for Adelaide’s AU metric, as well as the first time Kantar brand lift data has been integrated into this type of model. By tying attention directly to brand impact, Uber is enabling advertisers to better assess campaign success and optimize for stronger return on ad spend.

“Advertisers want to know more than whether an ad is viewable — they want to know whether it drives attention and engagement,” said Edwin Wong, Global Head of Measurement Science, Uber Advertising. “By building this model with Adelaide and Kantar, we’re moving beyond traditional metrics and delivering proof that Uber’s unique ad environment goes beyond being seen, it drives brand outcomes.”

The application of Custom AU for Uber Advertising across Uber Advertising campaigns validated Uber’s strong brand impact performance, with scores outperforming benchmarks across all categories:

These findings prove the approach’s scalability and demonstrate the value of its high-attention, real-world environments.

“This collaboration represents an evolution in AU model training,” said Marc Guldimann, CEO & Co-founder, Adelaide. “Uber Advertising’s willingness to share comprehensive brand lift data reflects the kind of transparency all publishers and platforms should strive for. As the AU Ecosystem expands, we hope to see more partners embrace this approach.” 

“Attention has become a critical metric for advertisers, and this initiative shows how brand lift data can be used to create smarter, more predictive models,” said Nicole Jones, Chief Media Commercial Officer, Kantar. 

Custom AU for Uber Advertising is part of Adelaide’s AU Ecosystem, a marketplace where attention measurement and activation tools unite advertisers and partners around media quality. The metric enables media quality scores calibrated with a platform’s detailed exposure, attention, placement, and outcome data. Uber Advertising is the first platform to introduce this solution through the AU Ecosystem program. 

Custom AU for Uber Advertising is now available to premium Uber Advertising partners.