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»marc guldimann

The NBA Increases Tune-In For Live Games By Buying High-Attention CTV Ad Spots

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... Continue reading »
by Allison Schiff // December 6th, 2021 //
»
Where’s Waldo? Your Ads Deserve More Attention

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... Continue reading »
by AdExchanger Content Studio // July 20th, 2021 //
»
Will The Last App Advertiser Please Turn Off The Lights?

“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... Continue reading »
by AdExchanger // June 20th, 2017 //
»
Transacting On Business Outcomes Is A Bad Idea

“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... Continue reading »
by AdExchanger // January 12th, 2017 //
»
Share Of Attention: Advertising’s Newest Time-Based Metric

“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... Continue reading »
by AdExchanger // July 6th, 2015 //
»
Paywalls Without Cash? Enliken Encourages User Data As Currency

With print revenues falling faster and online ad dollars failing to fill the void, publishers have increasingly turned to paywalls. As a Guardian UK piece noted this week, 11 of the top 20 U.S. newspapers are either currently asking users for cash to access content, or are about to embark on it. Enliken, a company... Continue reading »
by David Kaplan // January 3rd, 2013 //
»
 

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