News & views
Measuring what really matters
Beet.TV Flight to Cannes Series, 2025
Marc Guldimann
CEO of Adelaide
Marc Guldimann is challenging the digital advertising status quo, arguing that attention–not viewability–is the true measure of media quality. In this interview, he explains how Adelaide’s proprietary Attention Unit (AU) helps advertisers optimize campaigns for genuine engagement, uncover undervalued placements, and deliver high-quality experiences across channels. Kinective Media is already leveraging AU across inflight entertainment, mobile, and CTV, ensuring audiences are reached where attention is highest.
