Marc Guldimann

Marc Guldimann, Co-founder and CEO of Adelaide, specializes in measuring media quality with attention metrics. He discusses the surprising truth that elderly intoxicated viewers pay more attention to ads but retain less information. Marc critiques the pitfalls of optimizing for attention, highlighting how it can lead to creative distortions and wasted resources. He advocates for a nuanced approach, promoting a credit-rating-like method for media quality that focuses on genuine outcomes, and reveals why some media channels are undervalued.

Marc Guldimann, CEO of Adelaide, shares his expertise on attention measurement metrics and their vital role in modern advertising. He discusses how attention metrics are evolving into market currency and the shift from basic viewability to more advanced measures like gaze duration. The conversation also tackles the challenges of transparency in measurement and the unexpected consequences of optimizing for attention. Guldimann highlights innovative approaches like eye-tracking data and critiques outdated industry practices while examining the future of advertising technology.

Guests Marc Guldimann and Zach Kubin from Adelaide discuss the transition to duration-based ad networks, using AU as a metric of attention, optimizing media spend with custom algorithms, challenges in persuading brands to embrace new solutions, the launch of Adelaide for Publishers, and the future of trustworthy attention measurement currency.