The Relationship Between ESOV and Attention

The relationship between ESOV is starting to break down because it doesn't measure the actual attention achieved. The way that people interact with a platform varies so greatly across platform format, ad length and device. So you could safely say that a large majority of particularly web based sort of programmatic online you'd be lucky if you get 20% of the volume you pay for in terms of reach. And how much difference would there be in terms of actual reach achieved versus what you might think between a good campaign and a bad campaign? That is well and truly her will house.