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20 September 2022
Viewability vs. attention: the crucial difference to advertising
Longstanding ad metrics like impressions and viewability are not reliable currency; what marketers really need, according to Amplified’s Karen Nelson-Field and Carole Lydon, is an attention game plan.
Why it matters
The discrepancy between the viewability and attention metrics means impressions fail as a currency but systematic view patterns, called attention shapes, show us how people are watching and they will inform the future of attention prediction.