Brands are rightly asking what the best approach is when it comes to attention, so time to get specific about terms and how to decide which vendors to work with.
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Attention rightfully puts audience experiences higher on the agenda, but using it as a universal standard would create targets that are more easily gameable and deliver worse media experiences.
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While Peter Field offered a passionate argument for expanding TV marketing for long-term brand building, while Brian Wieser warned short-term pressures on marketers make the decline of TV inevitable.
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