Attention data can be used to cross-pollinate a variety of digital ad opportunities and improve creative execution, but many brands haven’t been deploying attention data the right way.
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The ADsorption Index attempts to move the attention conversation away from “eyes on the screen” and towards an understanding of the emotional state of audiences.
At a panel in Cannes, adtech leaders discussed what the deprecation of the cookie will mean for the future of digital measurement and whether performance campaigns will need to be rethought.
At VML’s Cannden Beach, a panel discussed the value of long-term strategy and consistency in an environment that is constantly changing.
| Maria Iu
The development of a US cross-media measurement solution will now be the responsibility of Aquila.
| Maria Iu
The offering aims to leverage telecoms operators’ vast data to create a more accurate audience currency and a one-stop shop for advertisers.
The UK linear ad market business model is broken and positive disruption is needed to ensure its very survival. This is where UK telcos come in.
Without greater care for standards and joint-industry collaboration, the confusion of competing audience claims will damage the shared language that allows us all to make progress.
Challenges that will shape its future include the need to simplify the offering, retailer consolidation and building infrastructure that connects the physical and the virtual.
Reporters Jack Benjamin and Ella Sagar are back with a look at the stories that mattered most in media and advertising this week.