Tailwind EMEA, in collaboration with Integral Ad Science (IAS) and IAB MENA, recently hosted an in-depth masterclass on the role of Media Quality and Attention metrics in driving performance for digital advertisers. Bringing together senior digital marketers, agency executives, and media planners, the session offered insights into how media quality can elevate campaign ROI and strengthen brand equity across digital platforms.
Led by Tailwind’s MENA Commercial Head, Wajahat Osmani, alongside IAS’s VP of Business Development, Joe Bell, the online session explored how high-attention metrics drive brand consideration and purchase intent.
Bell discussed on the importance of media efficien
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