The Importance of Interaction in Internet Behavior

The hypothesis for internet behavior back in the day was clicks equal engagement and therefore equal value. And what COMSCOR showed, the research was actually there's a preponderance of people that interact inordinately with ads and internet content That drive a majority of the clicks as a click are a false proxy for true engagement. So that's why we believe like interaction is one of them, but the other ones are also quite important. The similar experience that we went through with display and video is now taking root within the connected TV experience. We're spending a lot of time thinking about attention on mobile devices, not just on PCs, but on connected TVs as well.