Attention remains one ofthe most widely discussed topics in digitalmedia.Althoughmarketers ogree on the importance cf cttention,they cre cftendiwided on how to preperly horness it,with attention scores andmethodologies increasingly diversified.
Integral Ad Sdence ((AS)partnered wlth YouGoy to assess the state,perceptions,and outlbok of attention meosurement and optimization indigitdl medio.In this study,we identify the most important and meoningfusignals feeding into attention scores,revedl key performance indleatorstracked by attention users,and shed llg ht on the business results and successrutes attributed to attention str ategies.
ATTENTION USERSON THE BUY SIDEAND SELL SIDE TAKE
DIFFERENT
APPROACHES TO
ATTENTION
MEASUREMENT
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