Episode 82: Is Attribution Solving the Wrong Problem? Adelaide CEO Marc Guldimann on Media Quality

Marc Guldimann, founder and CEO of Adelaide, joins Alan Chapell to discuss why attribution may be solving the wrong problem, how AU measures media quality, and whether attention can become a true currency for digital advertising. The Chapell Regulatory Insider can be found at: https://chapellreport.substack.com/ Takeaways Attribution may be a symptom of poor media-quality signals. AU measures the probability of attention and outcomes. Adelaide wants AU to become a shared media-quality currency. Publisher audits could reduce reliance on impression-level tracking. AI-driven media buying will need reliable quality signals. Shared quality standards could reshape how digital media is bought and priced. Chapters00:00 Marc Guldimann’s Background05:45 Why Viewability Gets Gamed07:54 The Problem With Attention Duration10:50 Can AU Replace Viewability?15:06 How Adelaide Builds AU20:13 Adelaide’s Publisher Strategy23:35 AI Agents & Media Quality27:37 Browsers, Privacy & Tracking31:55 Are Outcomes the Real Currency?34:41 Private vs. Shared Measurement38:16 Closing Guests: Alan Chapell Learn more about your ad choices. Visit megaphone.fm/adchoices