MOST VALUABLE PRODUCT: Developed out of Australia, its AttentionPlan media planning and optimisation tool is bringing attention metrics to scale for media planners and buyers.
David Porter, Unilever's outgoing VP of global media to advise Australian attention metrics company led by professor Karen Nelson-Field.
Attention-based metrics are heralded by advocates as a panacea to digital advertising's transparency issues, promising to remove the guesswork from metrics and prove true effectiveness. What is standing in the way of attention becoming mainstream?
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