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.

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.

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.

Hayley Eden is Adelaide’s Vice President of Finance, 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.

Tyler DeTour serves as Vice President of Sales, East 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. 

Martin Bush is the Vice President of Client Success at Adelaide. With over a decade of industry experience, Martin has an outstanding record of building strong client relationships and delivering exceptional results.

Martin’s early career includes roles as a Marketing Consultant at Science Museum and a lead generation specialist at Conversant, where he honed his skills in client acquisition and digital marketing, before moving to Integral Ad Science (IAS), where he spent over six years. During his tenure at IAS, Martin advanced to Director of Customer Success, where his leadership in strategic insights and commitment to client success was instrumental in driving client satisfaction, retention,  and revenue growth for the company. 

Martin holds a Bachelor of Arts degree in Marketing from London South Bank University, where he developed a solid foundation in marketing principles and practices that have underpinned his professional achievements. 

Tony Talal is the Vice President of Operations at Adelaide, spearheading initiatives to enhance operational efficiency and develop scalable strategies that support the company’s long-term goals. 

An adept growth strategist, Tony excels in operations, finance, pricing, and monetization strategy. Before his current role at Adelaide, he was the Global Head of Pricing & Monetization Strategy at Integral Ad Science. There, he introduced a multifaceted monetization strategy that boosted revenue opportunities by 150%. During his tenure at IAS, Tony led several data acquisition deals to accelerate product delivery, oversaw all operational aspects of the Product and Tech organizations, and established new KPIs to promote a data-driven culture. Previously, Tony held positions at Verizon Media, Bloomberg LP, and Yahoo!, accumulating over a decade of experience in the advertising and measurement industry.

Tony holds a Bachelor’s degree from the University of Oregon and an MBA from NYU Stern School of Business with a concentration in Strategy, Innovation & Entrepreneurship. 

Coming soon!

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

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.