Attention, Incentives, and the Future of Advertising with Marc Guldimann

On this episode of The Community Exchange Podcast, we welcome Marc Guldimann, Founder and CEO of Adelaide.In our discussion, MSG and Marc discuss:Mark’s path from decision science and wireless startups into adtech entrepreneurshipHow years of experimentation shaped his thinking on attention and media measurementWhy attention matters in advertising — and where it can go wrongThe idea behind AU and measuring media quality, not just impressionsHow broken metrics created bad incentives across digital advertisingHow broken incentives, “lemon markets,” and cost-plus buying have pushed digital advertising into a race to the bottomWhy publishers, agencies, DSPs, and SSPs all need a better common language for qualityHow AI may hurt low-quality content but strengthen quality publishingMoving from impressions and viewability toward a more durable media-wide currencyAnd more.