Episode · The Monopoly Report
Episode 82: Is Attribution Solving the Wrong Problem? Adelaide CEO Marc Guldimann on Media Quality
19 Aug 2026 · 45 min
Episode notes
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…
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The Monopoly Report
Alan Chapell · Business · English
In-depth coverage of big tech's antitrust woes from Marketecture.tv. We are covering the Google search and ad tech trials and everything else happening. Subscribe to our newsletter at https://monopoly-report.com/ Interested in sponsoring the show? Contact Marketecture Media. Marketecture®
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