Data

Attention metrics are well on their way to transforming the way the digital advertising industry not only delivers campaigns, but the way outcomes are measured and judged.

While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad.

As the world of digital advertising enters the next era, personalization will continue to play a huge role in achieving great marketing results.

With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact.

The volumes of media data that marketers deal with will only continue increasing. This means maintaining a unified source of clean media data has to be an ongoing task.

In confronting the realities of data loss from changing regulations and standard industry practices, publishers need to look beyond quick fixes and to think long-term.

Better targeting, engaging and converting of back-to-school shoppers requires unparalleled activation data.  

Marketers were once able to rely on third-party cookies and other identifiers but, as these fade away and privacy regulation grows, they need to consider ways to continue delivering relevant advertising while ensuring they keep customer data safe.