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The New Transaction: How Leading Executives Go Beyond Merely Capturing Attention
How will more finely-tuned targeting, better programmatic solutions and relevant execution will have a major impact on advertising outcomes? This panel of agency leaders will dig into the benefits.
We’ve spent years discussing the potential to make advertising more accountable and worthy of a brand's investment with a renewed focus on earning, not merely trying to capture, true human attention. From infinite frequency to bot fraud, consumers and advertisers have spoken.
The emerging dominance of streaming has forced marketers, agencies, adtech partners and publishers to evolve the dialogue from reach frequencies, CPMs and superficial targeting to delivering more engaging, relevant advertising.
But there isn’t yet a consensus on just how to turn attention into a measurable benchmark for assessing the effectiveness of advertising that replaces what came before it.
This panel of agency leaders will dig into the benefits of how more finely-tuned targeting, better programmatic solutions and relevant execution will have a major impact on advertising outcomes.
We’ve spent years discussing the potential to make advertising more accountable and worthy of a brand's investment with a renewed focus on earning, not merely trying to capture, true human attention. From infinite frequency to bot fraud, consumers and advertisers have spoken.
The emerging dominance of streaming has forced marketers, agencies, adtech partners and publishers to evolve the dialogue from reach frequencies, CPMs and superficial targeting to delivering more engaging, relevant advertising.
But there isn’t yet a consensus on just how to turn attention into a measurable benchmark for assessing the effectiveness of advertising that replaces what came before it.
This panel of agency leaders will dig into the benefits of how more finely-tuned targeting, better programmatic solutions and relevant execution will have a major impact on advertising outcomes.
Speakers
Key Takeaways
- What are top agency execs saying about "next steps" for deploying attention as an industrywide metric?
- How will the fresh urgency for a privacy-forward approach to advertising change how we think about measuring attention?
- What is the most effective way for marketers to ensure they capture — and keep — attention, but don't exploit it?
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