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Bio
Marc Guldimann is Founder & CEO of Adelaide, where he developed the AU (Attention Unit) metric—a media quality signal now adopted by major global agencies and brands. He previously co-founded Parsec, an early platform for time-based advertising buying as an alternative to impression-based models. Guldimann has contributed to industry measurement standards through work with the MRC and ARF.
Previous Roles
Co-Founder & CEO
Parsec (2015-2019)
Expertise
Attention MeasurementMedia QualityAdvertising EffectivenessProgrammatic AdvertisingTime-Based AdvertisingViewability and BeyondMedia Planning and EvaluationAd Measurement Standards
Education
- BA, Yale University
Notable Achievements
- Founded Adelaide and developed the AU (Attention Unit) metric, now used by major global agencies and brands as a media quality signal
- Co-founded Parsec, one of the first platforms to commercialize time-based advertising buying as an alternative to impression-based models
- Helped catalyze industry-wide conversation on attention metrics, contributing to MRC and ARF working groups on measurement standards
- Secured partnerships with major holding companies and independent agencies to integrate attention metrics into media planning workflows
Awards
AdExchanger Awards — nomination recognition in measurement innovation category
Speaking Topics
Attention as an advertising currencyThe future of media quality measurementMoving beyond viewability and clicksTime-based and attention-based advertising modelsReforming digital advertising measurement standards
Publications
- Regular contributor to AdExchanger on attention metrics and media quality
- Bylines and op-eds in trade publications including Campaign and The Drum on advertising measurement reform
Board Memberships
Adelaide (as Founder & CEO)
Connections