Digital OOH company Captivate has partnered with attention metrics firm Adelaide to provide advertisers with more accurate information to help improve the effectiveness of their campaigns.

With the partnership, Adelaide’s attention metrics, called AU, will now be available through Captivate, giving brands and ad agencies access to detailed information about media quality and audience engagement on Captivate screens. AU is an omnichannel media quality metric that evaluates thousands of signals in order to predict attention and generate more efficient results.

Captivate offers direct and programmatic advertising solutions to reach affluent consumers. Its DOOH network spans more than 1,800 screens in office towers and luxury residential buildings in North America, including Toronto and Montreal. The company is teaming up with Adelaide after recently expanding its DOOH portfolio to student housing properties in the U.S.

Adelaide, meanwhile, announced in April the launch of a new suite of attention measurement and activation tools designed for media owners, called Adelaide for Publishers (AFP). The New York Times joined as an AFP launch partner, according to the company.