Capturing and understanding dwell time on newspaper websites
Geoff Wicken and Shen YingKantar Media UK and CTR, China
With the growth of online and mobile news sites, and the move towards direct programmatic advertising, the challenge for newsbrand advertising campaigns is to identify, understand and target the most committed site visitors. Capturing and understanding the value of dwell time lies at the heart of this.
As the digital advertising market evolves, forecasts point to a major shift in favour of guaranteed direct programmatic advertising. In this context, media research will have a big role to play in identifying the...