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 entrepreneurship
• How years of experimentation shaped his thinking on attention and media measurement
• Why attention matters in advertising — and where it can go wrong
• The idea behind AU and measuring media quality, not just impressions
• How broken metrics created bad incentives across digital advertising
• How broken incentives, “lemon markets,” and cost-plus buying have pushed digital advertising into a race to the bottom
• Why publishers, agencies, DSPs, and SSPs all need a better common language for quality
• How AI may hurt low-quality content but strengthen quality publishing
• Moving from impressions and viewability toward a more durable media-wide currency

And more.