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Episode 98: Marc Guldimann explains everything about attention

Marketecture: Get Smart. Fast.

CHAPTER

Navigating the Attention Economy

This chapter dives into the complexities of attention metrics in media and advertising, discussing how these metrics can be both manipulated and misunderstood. It emphasizes the importance of transparency in measurement methodologies and explores the evolution from basic viewability to more sophisticated metrics like gaze duration. The conversation also highlights the implications of optimizing for attention, including unintended demographic consequences and the humorous impact of audience behavior under different influences.

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