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Nativo's Advertising Formats Shine in Recent Adelaide Audit

In an industry often driven by measurable results, Nativo, recognized as a leader in premium ad experiences, has achieved impressive outcomes in a recent independent audit conducted by Adelaide, a pioneer in attention-based media quality measurement. The audit showcased that Nativo's unique native ad formats not only surpassed traditional metrics but did so with remarkable statistical significance.

The report revealed that Nativo's native ad formats—including placements within feeds, articles, and innovative story formats—delivered an incredible average Attention Units (AU) score of 28.21 AU, which is 40% higher than the industry's standard benchmark laid out by Adelaide. This achievement is noteworthy as it also exceeded the average measure for display formats by 21%.

Digging deeper into the data, the audit covered approximately 25 million ad impressions over a six-week period from July to August in 2025. Among their various formats, the standout performer was the native in-feed article unit, which recorded a remarkable score of close to 30 AU—an impressive 48% above the benchmark for similar native formats. This consistently high performance across all proposals allows Nativo to reinforce its reputation as a publisher with premium advertising inventory that holds the potential to deliver substantial outcomes for advertisers.

Sam Amiri, Nativo's Chief Revenue Officer, expressed his satisfaction with the results, stating, "At Nativo, we've always believed that premium ad experiences outperform standard formats, not only in audience perception but in how effectively they produce measurable results. The Adelaide findings confirm our hypotheses; investing in unique formats and better placements fosters connections that yield stronger attention and impactful results."

One of the key takeaways from the Adelaide study is the effectiveness of the AU metric itself, which has gained recognition as a leading measure by independent auditors, including MediaSense. Unlike standard viewability metrics that merely gauge whether an ad was seen, the AU score assesses the quality of placements—indicating their efficacy in capturing consumer engagement and driving meaningful results.

With a standardized scoring system ranging from 0 to 100, the AU metric serves as a crucial tool for advertisers looking to make informed investment decisions across various channels and devices. As the ad industry increasingly gravitates toward attention as a core metric for measuring effectiveness, 2024 saw Adelaide become the first attention-focused vendor to undergo MRC review. Recently, they launched the AU Ecosystem for Publishers, fostering a marketplace that connects media buyers and sellers under a shared understanding of media quality based on the AU score.

Adelaide's CEO, Marc Guldimann, commented on the findings, emphasizing his organization's mission to elevate the standard of media quality. He stated, "Adelaide is committed to measuring and enhancing the quality of media placements, extending beyond basic viewability to identify the elements that genuinely influence brand outcomes. Nativo's ad formats are evidently designed with user attention in mind, and the AU scores stand testimony to their efficacy."

As media consumption patterns continue to evolve, the relevance of attention metrics like AU becomes more pronounced. This shift signifies a turning point in the advertising landscape, where understanding user engagement is increasingly critical.

For more information about Nativo and their innovative advertising solutions, you can visit Nativo's website. Meanwhile, Adelaide continues its mission to shed light on the importance of genuine media quality, ensuring that brands can make informed, data-driven advertising decisions. For further insights into Adelaide’s offerings, check out their platform at Adelaide’s official website.