Executive Summary In digital media, viewability and attention are often confused, but they measure fundamentally different things. Viewability captures the technical opportunity to see an ad or content (e.g., pixels in view for a minimum time), while attention measures actual human…
What is the Attention Economy and Why is it Changing Marketing Communication?
Key Takeaways The Attention Economy treats human attention as a scarce, measurable resource and a real currency in the media market. Instead of counting impressions or reach alone, brands and publishers are shifting to quality of contact: did someone truly…