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13 May 2022
Putting attention in context
Viewability
Behavioural research
Attention
A new Dentsu model predicts whether or not attention will be paid to an ad, how long attention will be paid for and whether it will drive effect.
Why it matters
Attention is a three times better predictor of outcomes than viewability, according to an ongoing study by Dentsu, a global marketing and advertising agency network.
Takeaways
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