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
Podden och tillhörande omslagsbild på den här sidan tillhör
Alan Chapell. Innehållet i podden är skapat av Alan Chapell och inte av,
eller tillsammans med, Poddtoppen.
