In this session...
Since the very beginning of digital marketing, online advertising has been valued and sold using the impression or the click. Recent developments in viewability metrics, fraud detection and bot traffic question the viability of this model. Should advertisers really care about impressions?
Hear from the publishers, tech providers and marketers who have been experimenting with attention-based metrics - a new way of buying digital advertising that more closely matches the currency with the advertiser's objectives.
