23. Did we mention attention?
Future Proof
00:00
Do You Need to Measure Attention or Can You Predict It?
Kantar CEO: We've come a long way by using estimates or predictions of attention, right? Before we had the eye tracking widely available, that's readily available right now. What I do also believe in is that we shouldn't always, perhaps in every campaign, always aim to measure this new form of attention," he says.
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