About Adelaide

Marc Guldimann is the Founder and CEO of Adelaide, the industry leader in attention-based media quality measurement. Adelaide puts evidence-based measurement into practice using AU, an omnichannel metric proven to measure media quality more accurately than existing verification metrics.

Before creating Adelaide, Marc founded Parsec, the first marketplace to sell media based on time spent. He also served as the founding CEO of Enliken and Spongecell. Prior to his career in digital media, Marc worked in the wireless network security industry, where he developed the first virus filter for wireless networks. A graduate of Carnegie Mellon University, Marc holds a degree in Social Decision Sciences.

Zach Kubin is a Co-Founder and the Vice President of Sales & Brand Partnerships at Adelaide, where he plays a key role in global revenue operations. His career in advertising began with some of Y&R’s digital pioneers, which led to account and strategy positions in digital media at GroupM and Joule.

Zach’s first startup experience was at Onswipe, a publishing platform for mobile and tablet devices. As Vice President of Client Development, he oversaw publisher and M&A relationships and led a team responsible for marketing, revenue strategy, and sales development. Zach’s entrepreneurial spirit earned him a spot in Business Insider’s “30 Under 30 Most Creative People in Advertising,” a recognition fueled in part by his creation of WhatHappensInMediaPlanning.tumblr.com, a blog satirizing the advertising industry. 

Zach earned a Bachelor of Arts in History from Hamilton College and currently resides in Connecticut.

Perry Papadopoulos is a Co-Founder and VP of Product and Engineering at Adelaide, the industry leader in attention-based media quality measurement. Before creating the technology behind Adelaide, Perry spearheaded the development of Parsec’s platform, establishing the industry’s first duration-based media marketplace. He oversaw the production of thousands of rich media advertising creatives and led the development of several innovative products and services.

Prior to his decade-long career in media, Perry was a key member of the founding team at an eyewear-focused e-commerce startup, where he built a platform for licensed eyewear brands and managed lifestyle and product creative production. Additionally, Perry has experience with a major European transit management platform, where he developed real-time applications and led the production of trial-legal visual presentations. Perry holds a Bachelor of Arts in Fine Arts from Rice University.

Diane is the Co-founder and Interim COO of Adelaide, bringing 30+ years of experience building global brands, businesses, and revenues. Previously, she co-founded and served as COO of Parsec Media, the first cost-per-second ad network. Her expertise spans strategic partnerships, deal-making, and emerging business models across technology, advertising, media and entertainment, retail, and consumer products. 

Diane has held leadership roles at Google, Yahoo!, Excite@Home, and MNI Interactive, and began her career in investment banking at Morgan Stanley International in London. She graduated from Princeton University and earned her master’s degree from the London School of Economics.

Tyler DeTour serves as Senior Vice President of Sales at Adelaide, where he spearheads revenue growth and cultivates strategic brand and agency partnerships. With extensive industry experience, marked by a proven ability to scale business units, Tyler is central to Adelaide’s expansion across the U.S. market. 

Previously, Tyler spent nearly a decade at Nielsen, culminating in his role as  Vice President of Business Development, Digital. There, he led the East Coast agency sales team, establishing influential commercial partnerships and enhancing the adoption of Nielsen Digital Solutions among major holding companies. Tyler’s early career includes roles at BrightRoll and MEC, where he further refined his digital media expertise. 

Tyler holds a Bachelor of Arts in History from Denison University and currently lives in Connecticut. 

Coming soon!

(Kaitlin is so busy leading our Marketing Team, she hasn't had time to finish her bio.)

Brett is Vice President of Finance at Adelaide, where he turns spreadsheets into strategy and numbers into growth. He leads financial planning, strategic analysis, business decision-making to support the company’s next stage of growth and help the team make smarter bets with confidence. He brings 15+ years of experience across corporate finance, FP&A, M&A, Rev Ops, financial operations, and business strategy.

Before joining Adelaide, Brett held finance leadership roles at Mongoose, Fillogic, Onna, Broadlume, and TodayTix. His experience spans B2B SaaS, marketplaces, and high-growth technology companies, with a focus on aligning financial strategy to business goals. Brett is known for his analytical rigor, precision, and collaborative approach to financial leadership, helping teams make smarter decisions and scale with discipline.

Sophia is Senior Director of People Operations at Adelaide, where she built the function from the ground up as its first People hire. She supports Adelaide’s growing global team by creating systems for hiring, compensation, performance, and internal operations.

Working closely with leadership while advocating for employees, Sophia helps the company scale with clarity, consistency, and structure. Her approach balances operational rigor with a people-first perspective.

Before joining Adelaide, Sophia held employee experience and operations roles at Idelic. Earlier in her career, she held administrative and talent management roles at Carnegie Mellon University, the City of Pittsburgh, and UPMC. She currently serves as an HR advisor through StartupExperts.

Hayley Eden is Adelaide’s Vice President of Business Affairs, bringing over three decades of extensive accounting and finance experience to the team. Before her current position, Hayley was the Vice President of Finance at Parsec Media, Adelaide’s predecessor, for nearly eight years. She has been instrumental in reshaping the financial landscape at Adelaide and has extended her role across the legal and HR departments.

Hayley’s career is marked by a unique blend of experience across various industries, including healthcare, technology, professional services, and entertainment. During her tenure at Madison Square Garden, she oversaw financial, HR, and operations systems across all of its business units. This experience significantly enhanced her technology expertise, adding another dimension to her professional repertoire.

Hayley holds a Bachelor of Business Administration from Baruch College, which equipped her with a solid foundation in finance and accounting.

Chris Whitman is Vice President, Sales, West at Adelaide, where he helps advertisers make smarter media decisions using Adelaide’s AU metric. He brings 20 years of experience across adtech, media, creator monetization, and brand partnerships, with a focus on building revenue strategies that connect advertisers with high-quality media opportunities.

Before joining Adelaide, Chris co-founded Glassbox Media, a podcast network built to help creators and publishers grow and monetize their audiences. He also co-founded Open Grid, an experiential e-commerce platform, and CRONY Creative, an agency focused on brand experiences. Earlier in his career, Chris held sales and investment roles at Giant Media, Universal McCann, and ZenithOptimedia. He also serves as an advisor and board member across several media, creator economy, and cultural organizations.

Warren leads Adelaide’s analytics team, where he focuses on automation, advanced analysis, and turning complex data into actionable insights. His team’s work helps clients use Adelaide’s attention-based media quality metric, AU, to drive stronger business outcomes.

Before joining Adelaide, he was the Director of Analytics at Audigent, overseeing audience modeling, curation strategies, and advanced reporting for enterprise clients. He also held data science roles at Tishman Speyer and Ether Ventures, where he developed predictive models to inform investment decisions.

Warren holds a B.S. in Physics from the University of California, San Diego, and a Data Science Certification from Columbia University.

Lianne Donohue is Senior Director of Customer Success at Adelaide, where she leads client strategy and support for advertisers leveraging Adelaide’s attention-based media quality metric, AU. Since joining Adelaide, she has grown within the Customer Success team, earning multiple promotions while helping clients turn AU insights into smarter media decisions and stronger business outcomes.

Before joining Adelaide, Lianne worked in activation and account management at Oracle Advertising, supporting clients across campaign execution, platform adoption, and data-led media strategies. Earlier in her career, she held client service and operations roles at Grapeshot, later acquired by Oracle, as well as TargetSpot, NPR, and Carat.

Olivia Garhard is Managing Director of EMEA & Global Accounts at Adelaide, where she leads regional operations and customer success across EMEA and oversees a portfolio of strategic global accounts. Since joining Adelaide, she has helped strengthen the company’s international customer success function, building the systems, processes, and operational structure needed to support Adelaide’s continued global growth.

Before joining Adelaide, Olivia spent nearly six years at Oracle in sell-side account management, publisher account management, and solutions consulting roles. Her background includes deep experience working with global publishers and media partners across the advertising ecosystem. Earlier in her career, Olivia held client success and business development roles at Grapeshot, later acquired by Oracle, and AdColony.

Claire Browne is Adelaide's Head of Research, where she leads the company's research strategy, represents Adelaide on key industry councils—including the Advertising Research Foundation's Board of Trustees—and advances the industry's understanding of attention-based media quality metrics. With over 30 years of media research experience, Claire brings deep expertise in analytics, measurement, and data integration to drive innovation across the advertising ecosystem.

Before joining Adelaide, Claire spent 16 years at RPA, where she founded and led the Media Research practice as VP/Director of Media Research. There, she partnered with brands such as American Honda, La-Z Boy, and CoStar Group to elevate planning, investment, and ROI strategies through advanced media analytics. Her earlier leadership roles span Ampersand, Razorfish, Sony Worldwide Networks, and Katz Media Group. Claire has long contributed to shaping industry standards, serving on the Media Rating Council and as a charter participant in the US Joint Industry Committee.

Sam Gonzalez-Freedson is Director of Publisher Sales at Adelaide, where he leads the company's efforts to bring attention-based media quality measurement to publishers. He began his Adelaide career on the Operations team before shifting his focus to media owners. 

In 2024, Sam launched Adelaide's sell-side business with The New York Times as its first partner. He now oversees the team expanding Adelaide's presence across the publishing ecosystem, helping media owners understand, package, and monetize attention quality. 

Sam holds a degree in political science from Barrett, The Honors College at Arizona State University, and lives in New York City.

Holly Clark is Commercial Director, EMEA at Adelaide, where she drives regional growth, commercial strategy, and strategic partnerships across agencies and key partners. 

She has built her career leading commercial and agency partnerships for companies across the adtech, measurement, and media sectors. Previously, she led Global Agency Partnerships at Scope3, helping grow the emerging category of emissions measurement and sustainable media, and spent eight years at Oracle Advertising building global relationships with major agency groups.

Holly began her career at Spongecell and The Telegraph, grounding her approach in digital media and storytelling. She’s known for combining commercial rigor with a collaborative style to build strong, long-term partnerships.