What makes a successful ad? Attention. And all the targeting in the world won’t matter if the people who view the ad are persuaded or entertained.
That’s why we invite our partners in creative to join the attention-measurement party. Attention, not scale or reach or viewability, is the most important topic in media today.
The reality is that our partners in creative likely have more influence on attention than media. Our VP of marketing Max Kalehoff had written a guest post in Forbes welcoming creatives to learn more about attention measurement and why it is the most important topic in advertising today.