Challenges and Opportunities in programmatically activating attention metrics via DSPs

Hello All,

In this episode, I had the pleasure of sitting down with the Marc Guldimann - Co Founder and CEO of Adelaide (a leading Attention Metric company).

We dove deep into all things Attention Metrics. How Adelaide is revolutionizing media quality assessment through their novel AU metric.

We also discuss how Attention Metric and Marketing Mix Modeling share a common goal of minimizing ad spend wastage.

The parallels Marc drew of Attention metric with monetary policies and quantitative trading was especially luminating to me.

I am sure this particular episode will educate you on not only Attention Metrics but also on Media Measurement and even monetary policies !!

Through my interaction, I found Marc to be not only a media measurement expert but also a polymath.

Listen and Enjoy.

We discussed on the following topics:

00:00 - Introduction

00:50 - Marc's career Journey

03:05 - Marc's success mantra in Entrepreneurship

04:10 - What is Attention Metric?

05:23 - Does Adelaide measure Attention?

06:49 - Is Attention Measurement privacy invasive?

09:40 - Eye tracking and Sampling

11:00 - What is AU metric?

14:00 - How Attention metrics are predictive of outcomes at Upper funnel, Middle Funnel and Lower Funnel

14:58 - AU Metric - filling the gap of accurate media quality measurement

16:00 - How AU Metrics relates to other metrics like Viewability and parallel between monetary system

19:00 - The shared of goal of Marketing / Media Effectiveness of Attention Metrics and Marketing Mix Modeling (MMM).

20:00 - How Share of Search and Attention Metrics can be better proxies for brand equity measurement.

23:20 - How is AU metric validated ?

27:15 - What is Attentive Audience Paradox?

31:20 - The Reach Frequency relevancy

33:05 - Can Attention Metrics safeguard against ad spend wastage?

34.30 - How Attention metrics can be utilized in MMM. What advantages does it have?

37:00 - How causal experiments can enhance credibility of Attention Metrics

38:00 - How AI Overviews by Google will result in compression of supply

41:00 - Attention metric as heat map will glow read in AI Overviews section?

42:00 - Challenges and Opportunities in programmatically activating attention metrics via DSPs.

46:20 - Has human attention reduced in the past decade or so?

47:25 - Evolution of Attention Metric Domain in next two years.

48:30 - Will attention metrics be used in Perplexity or ChatGPT in future?

49:20 - Resources to learn about Attention Metrics.

51:20 - Conclusion