Attention metrics are becoming more sophisticated as agencies and ad tech vendors build tools and insights to prove their effectiveness, but barriers like cost and interoperability are preventing advertisers from adopting them as a common currency.
The advertising industry’s measurement system is undergoing upheaval to align with modern consumption habits, taking into account how consumers hop between online and linear environments and face incessant distractions.
If ads are playing but no one is watching them because they have left the room, are talking to friends or are using a second screen, advertisers want to know. But getting that answer is complex.
One metric that gained tr
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