Marc Guldimann

Founder/CEO at @adelaidemetrics - helping brands invest in media more efficiently using attention data. @spongecell and @enliken previously

[Marc Guldimann @guldi]

@joe_zappa @aripap @bokelley Lol.. normally people who throw around pejorative "derangement syndrome"s don't chicken out on debates. Keep it up, keyboard warrior! 👊

[Marc Guldimann @guldi]

@HatesAdtech "Unsafe" inventory on premium publishers is one of the biggest bargains in digital media.. literally best use of DV/IAS data these days is to fade it. https://t.co/XZSC7el6Ti

[Marc Guldimann @guldi]

@MrCable0x @rorysutherland Agree for the most part unless you’re building a new brand / are a founder.. something I think you’d kill at

[Marc Guldimann @guldi]

@robleathern You get the market your currency deserves

[Marc Guldimann @guldi]

@101Programmatic It's coming soon, hopefully by the end of the quarter - DM me if you want access to the beta.

[Marc Guldimann @guldi]

@Scrilla100 @elevin11 @mikeosullivan 4/ compliance with the standard is easily verifiable. Otherwise markets tend to settle on “ratings” published by a trusted third party as currencies after using them for arbitrage.

[Marc Guldimann @guldi]

@Scrilla100 @elevin11 @mikeosullivan 3/ who typically don’t have an interest in arb except when currencies are fucked, just take the new metric to sellers and ask for their guarantees to be made this way. And you have a new market-driven currency. Fiat metrics are typically a bad idea unless

[Marc Guldimann @guldi]

@elevin11 @mikeosullivan @Scrilla100 Best way to create a shared understanding of quality is to prove lift to buyers and help them arb.. then as the alpha gets squeezed help the sell-side trade w/ it. Limited incentive for sell-side to get involved until buy-side is on board.

[Marc Guldimann @guldi]

@elevin11 @hypersoren @joe_zappa @reidjjackson "just buy outcomes" is such a weird take.. ignores incentives, attribution gaming, tension around funnel control, etc.. paying a vendor to eat conversion risk is long term bad. Smart brands are shifting spend from lower funnel to brand.. the outcome for that? quality reach

[Marc Guldimann @guldi]

@MrCable0x diversification is for people without conviction..

[Marc Guldimann @guldi]

@airgups23 What’s the metric/result you are paying on? Reducing reach on premium pubs? There is no measurable benefit to brand safety..

[Marc Guldimann @guldi]

@BishPlsOk @AdtechGod 100% down for this.

[Marc Guldimann @guldi]

@AdtechGod Missed opp for a great headline “Business Insider uncovers digital media scam costing advertisers over $1B per year”

[Marc Guldimann @guldi]

@joe_zappa The bear case is cost-based incentives, which unfortunately a lot of the industry is subject to.

Luckily price and quality very dislocated at points in the digital media market, creating an opportunity for arbitrage while still lowering CPM.

[Marc Guldimann @guldi]

@warrenzenna @joe_zappa Yes and no.. technically there are plenty of impressions that don't cross the 50% for 1 second threshold but capture meaningful attention. I think Meta put out some research on this.

[Marc Guldimann @guldi]

@joe_zappa Three main schools of thought:

1 Viewability+: how long was the impression viewable for, plus engagement
2 Duration-based: measuring or predicting how long people are paying attention
3 Probability: probability of attention to any ad in a placement

[Marc Guldimann @guldi]

@BishPlsOk @pesach_lattin @marketecturetv Valid point, we could talk more about "Media Quality" than "attention", we do license a ton of eyetracking data that forms the basis of our algos.

Separately, it's pretty hard for currencies to be transparent without being goodharted (ha!) when the substrate is super malleable

[Marc Guldimann @guldi]

@Grace_Kite Grace - we’d love to help / share data showing the connection between attention metrics and outcomes. The chart above uses duration as a measure of attention.. this is a very bad idea with plenty of unintended consequences: https://t.co/2lfe6ijIdH