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Marc Guldimann

Thought Leader

Marc Guldimann is Founder & CEO of Adelaide, where he developed the AU (Attention Unit) metric—a media quality signal now adopted by major global agencies and brands. He previously co-founded Parsec, an early platform for time-based advertising buying as an alternative to impression-based models. Guldimann has contributed to industry measurement standards through work with the MRC and ARF.

Last updated Jun 6, 2026 by the ATDb Editorial Team

Role
Founder & CEO
Company
Adelaide
Based
New York, New York, United States
Boards
1
Connections
1
Years in industry
15 years

Bio

Marc Guldimann is Founder & CEO of Adelaide, where he developed the AU (Attention Unit) metric—a media quality signal now adopted by major global agencies and brands. He previously co-founded Parsec, an early platform for time-based advertising buying as an alternative to impression-based models. Guldimann has contributed to industry measurement standards through work with the MRC and ARF.

Career

  • Co-Founder & CEO

    Parsec · 2015-2019

Board memberships

Adelaide (as Founder & CEO)

Expertise & education

Expertise

Attention MeasurementMedia QualityAdvertising EffectivenessProgrammatic AdvertisingTime-Based AdvertisingViewability and BeyondMedia Planning and EvaluationAd Measurement Standards

Education

  • BA, Yale University

Speaking topics

Attention as an advertising currencyThe future of media quality measurementMoving beyond viewability and clicksTime-based and attention-based advertising modelsReforming digital advertising measurement standards

Recognition

Notable achievements

  • Founded Adelaide and developed the AU (Attention Unit) metric, now used by major global agencies and brands as a media quality signal
  • Co-founded Parsec, one of the first platforms to commercialize time-based advertising buying as an alternative to impression-based models
  • Helped catalyze industry-wide conversation on attention metrics, contributing to MRC and ARF working groups on measurement standards
  • Secured partnerships with major holding companies and independent agencies to integrate attention metrics into media planning workflows

Awards

AdExchanger Awards — nomination recognition in measurement innovation category

Publications

  • Regular contributor to AdExchanger on attention metrics and media quality
  • Bylines and op-eds in trade publications including Campaign and The Drum on advertising measurement reform
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