marc guldimann Archives | AdExchanger https://www.adexchanger.com/tag/marc-guldimann/ News and Views on Data-Driven Digital Advertising and Marketing Tue, 20 Aug 2024 13:40:39 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png marc guldimann Archives | AdExchanger https://www.adexchanger.com/tag/marc-guldimann/ 32 32 Adelaide Raises $1.4 Million From Aperiam And Acquires Data Marketplace Rita https://www.adexchanger.com/technology/adelaide-raises-1-4-million-from-aperiam-and-acquires-data-marketplace-rita/ https://www.adexchanger.com/technology/adelaide-raises-1-4-million-from-aperiam-and-acquires-data-marketplace-rita/#respond Tue, 20 Aug 2024 04:45:06 +0000 https://www.adexchanger.com/?p=410897 Attention measurement vendor Adelaide keeps attracting the attention of big-name ad industry investors. On Monday, Adelaide announced it raised $1.4 million as an extension of its seed funding round. The investment was led by Aperiam Ventures, the venture capital firm launched by MediaMath Founder Joe Zawadzki and Undertone Co-Founder Eric Franchi. New investors included GOAL […]

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Audi Drives Performance With An Attention-Based Bidding Algorithm https://www.adexchanger.com/digital-marketing-2/audi-drives-performance-with-an-attention-based-bidding-algorithm/ Wed, 21 Dec 2022 13:53:06 +0000 https://www.adexchanger.com/?p=338337 Attention metrics have mainly been used to measure lift in upper-funnel KPIs, like brand awareness. But advertisers are starting to gravitate toward attention as a way to measure a campaign’s impact on the lower funnel, including conversion rate. Luxury car manufacturer Audi recently experimented with using attention metrics to algorithmically adjust programmatic bidding on ad […]

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AdExplainer: How To Use Attention Metrics https://www.adexchanger.com/adexplainer/adexplainer-how-to-use-attention-metrics/ Wed, 17 Aug 2022 09:30:38 +0000 https://www.adexchanger.com/?p=249149 Attention metrics are – ahem – receiving a lot of attention these days. It’s all part of an industry-wide push for measurement tools that go beyond recording a person viewing an ad, and instead focus on whether they had an opportunity to absorb its messaging. Of course, accurately measuring whether each individual person in a […]

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Attention Measurement Startup Adelaide Snags $7 Million In Seed Funding From Human Ventures https://www.adexchanger.com/investment/attention-measurement-startup-adelaide-snags-7-million-in-seed-funding-from-human-ventures/ Tue, 07 Jun 2022 13:00:15 +0000 https://www.adexchanger.com/?p=207792 Former Fox executive Joe Marchese’s early-stage investment fund, Human Ventures, is paying attention to attention. On Tuesday, Human Ventures announced a $7 million seed investment in Adelaide, a startup that helps advertisers measure and evaluate media based on attention rather than proxy metrics like viewability or video completion rate. This is on top of the […]

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Kargo Buys Parsec To Build Attention-Based Mobile Currency https://www.adexchanger.com/data-exchanges/kargo-buys-parsec-to-build-attention-based-mobile-currency/ Thu, 31 Mar 2022 12:15:22 +0000 https://www.adexchanger.com/?p=191501 Mobile ad exchange Kargo has acquired attention sales platform Parsec Media. The deal reflects Kargo’s investment in attention as a viable metric for post-cookie mobile advertising, said Kargo CEO Harry Kargman, who declined to share how much he paid for the assets. With cookies on the way out, it’s a good time to embrace a […]

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The NBA Increases Tune-In For Live Games By Buying High-Attention CTV Ad Spots https://www.adexchanger.com/strategy/the-nba-increases-tune-in-for-live-games-by-buying-high-attention-ctv-ad-spots/ Mon, 06 Dec 2021 11:00:12 +0000 https://www.adexchanger.com/?p=181646 The National Basketball Association is scoring higher tune-in for live games by optimizing its media planning using attention, including on connected TV. The league has been on the hunt for a more effective real-time optimization metric tied to larger business goals, like brand lift and tune-in, said Larisa Johnson, VP of paid and CRM media […]

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Where’s Waldo? Your Ads Deserve More Attention https://www.adexchanger.com/content-studio/wheres-waldo-your-ads-deserve-more-attention/ Tue, 20 Jul 2021 12:00:42 +0000 https://www.adexchanger.com/?p=169454 This article is sponsored by Adelaide Metrics. In the classic Where’s Waldo? books, Waldo was visible – but often well-hidden in a sea of other people. It often took several minutes before you could find him in the crowd – spotted only because of his famous red-and-white striped hat. Today, on many websites, ad placements […]

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Will The Last App Advertiser Please Turn Off The Lights? https://www.adexchanger.com/data-driven-thinking/will-last-app-advertiser-please-turn-lights/ https://www.adexchanger.com/data-driven-thinking/will-last-app-advertiser-please-turn-lights/#comments Tue, 20 Jun 2017 12:21:25 +0000 https://adexchanger.com/?p=113169 “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marc Guldimann, CEO at Parsec Media. A few months ago, I was asked to share a surprising or counterintuitive perspective I held on the digital ad landscape. So, I uncorked […]

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Transacting On Business Outcomes Is A Bad Idea https://www.adexchanger.com/data-driven-thinking/transacting-business-outcomes-bad-idea/ Thu, 12 Jan 2017 05:04:23 +0000 https://adexchanger.com/?p=110707 “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marc Guldimann, CEO at Parsec Media. Paying for business outcomes has recently gained popularity with media buyers and brands. The idea is that media buyers only pay for advertising when […]

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Share Of Attention: Advertising’s Newest Time-Based Metric https://www.adexchanger.com/data-driven-thinking/share-of-attention-advertisings-newest-time-based-metric/ https://www.adexchanger.com/data-driven-thinking/share-of-attention-advertisings-newest-time-based-metric/#comments Mon, 06 Jul 2015 04:04:11 +0000 https://adexchanger.com/?p=101869 “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marc Guldimann, CEO at Sled Mobile. Viewability, the concept that advertising should be seen to be paid for, has taken the advertising industry by storm. It’s interesting to read the […]

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