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b'\\u201cDuration is the perfect proxy for attention.\\u201d Marc Guldimann has spent his career at the intersection of two scientific fields\\u2014human decision making and technology. He\\u2019s the founder of several startups including his latest, Adelaide, which sells ads based on duration or time spent. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Marc Guldimann\\nMarc Guldimann is the Co-Founder and CEO of Parsec Media, the first marketplace to sell media based on time spent. Parsec Media is the owner and operator of Adelaide, the first performance tool for brand builders. A longtime entrepreneur, Marc is experienced in synthesizing his experience across digital media, computer security, and decision sciences to develop simple yet powerful solutions. Prior to created Sled and Parsec, Marc was the founding CEO of Enliken and Spongecell Inc spending two decades at Internet and technology firms. Before digital media, he worked in the wireless network security industry, where he developed the first wireless virus filter. Mr. Guldimann led technical sales and marketing efforts for both Vernier Networks and Network Chemistry. Marc graduated from Carnegie Mellon with a degree in Social Decision Sciences and currently resides in Brooklyn.\\nEpisode Highlights\\nBranding is the ultimate interdisciplinary job. As a social sciences fan, I had to ask Marc about his degree in Social Decision Sciences. He noted that this program at Carnegie Mellon stressed interdisciplinary studies. This set the tone for our conversation as we veered back and forth from the science of media to the art of creative.\\nThe job of media and the job of creative. Marc drew distinct lines around the role of media\\u2014getting the brand in front of the right people\\u2014and the role of creative\\u2014capturing the attention of the right people when the ad is in front of them.\\nEvidence-based marketing. Marc and I spent a lot of time talking about the growing capabilities of evidence-based marketing and the science of attention. Specifically, his work at Adelaide and his focus on selling media based on time spent. \\u201cDuration is a perfect proxy for attention.\\u201d\\nWhat brand has made Marc smile recently? Marc mentioned Delta during the show and came back to them for his smile as we wrapped up. His love of the brand comes \\u201cnot from an ad\\u2014but from an experience\\u201d where their CEO emailed him back. That\\u2019s how you build long-term loyalty.\\nTo learn more, go to adelaidelift.com.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'