"The attention economy is poised to become a significant force in advertising by 2025, shifting how media owners sell ad space based on attention metrics."
"Karen Nelson-Field emphasizes the importance of accurately measuring attention, as it bridges the gap between what advertisers deliver and what viewers actually engage with."
In the evolving landscape of adtech, attention technology is emerging as a vital area of focus. Led by figures like Karen Nelson-Field, the movement aims to quantify the gap between what advertisers serve and what audiences actually see. With a coalition of researchers and tech companies, including Lumen Research and DoubleVerify, attention measurement tools are gaining traction. By 2025, major media owners are expected to significantly incorporate attention metrics into their advertising strategies, heralding a new era in marketing effectiveness.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]