Why advertisers are adding attention metrics to content-based targeting
Roxy Ziatabari, senior vice president, strategy and client solutions, Channel Factory
The advertising industry has long relied on metrics such as click-through rates and impressions to measure campaign success. Combining these with sales from any advertising campaign allows advertisers and brands to discern their ROI.
However, these metrics miss an essential first step. Capturing — and measuring — a viewer’s attention is now vital to driving engagement and ultimately maximizing the return on investment of any campaign.
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Source:: Digiday
