Marc Guldimann

Once upon a time, an advertiser once had a handful of channels across TV, radio, and print.  Modern fragmentation changed all that. For one measurement executive, the solution lies in focusing on attention as a core currency and, more importantly, carefully considering the downstream consequences of the metrics buyers choose to value. “Attention metrics are […]

In an industry obsessed with metrics, Marc Guldimann, co-founder and chief executive of attention-tracking firm Adelaide, is calling time on one of digital advertising’s most entrenched holdouts: viewability. “I think it’s been widely established that attention is a better proxy for media quality than viewability,” Guldimann said in this interview with Beet.TV contributor David Kaplan. […]