Marc Guldimann
Opinion
12 September 2023
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Marc Guldimann, founder of Adelaide Metrics, explores the ways attention metrics can inadvertently be misaligned with a marketer’s true intention, looking at the issue through the lens of Goodhart’s Law.
Opinion
03 May 2022
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Marc Guldimann of Adelaide explains why we need to pay more attention to attention.
Opinion
09 March 2022
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In the past year, attention metrics have seen growing adoption across the advertising ecosystem. The Attention Council, which I co-founded in 2019 with other leaders in the space, published the results of a survey last year showing a three-fold increase in the number of advertisers buying and measuring with attention metrics, with 60% predicting attention metrics would be a primary KPI in the next 1-2 years. It’s not surprising that brands including Anheuser-Busch, NBA and Mars, and agencies including dentsu, Havas, Mediahub and OMD have kicked off
Opinion
09 February 2021
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Marc Guldimann, CEO of Adelaide argues that letting media sellers optimize to outcomes at the expense of media quality, or worse, transacting on outcomes, creates a set of incentives and measures that sellers with sufficient data can easily game.
