Agencies and tech providers are building a more sophisticated understanding of consumer attention, but they face cultural and infrastructure challenges in convincing advertisers to convert to a new currency.
The media buying giant aims to bring the buy side’s voice to the TV measurement conversation with a new set of standards for partners.
In this lesson, Kevin Smyth from Playground XYZ explains how marketers can use modern attention-based metrics to measure retention.
Marketers should consider which metrics serve to increase sales, market share or penetration, and which are simply "old wine in a new bottle", says Dhiren Amin.
Quantcast's SEA MD argues that every metric you look at, every audience you try to reach, and every methodology you use must be evaluated as part of a cohort.
We already knew attention mattered. This year, we discovered just how much.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins