GroupM's Global Practices Lead Sargi Mann, Adelaide Metrics Founder and CEO Marc Guldimann, and Mars' Sr Director of Global Media Ron Amram discuss the impact that attention-based approaches to measurement are having on ethical and effective media management.

Key takeaways:

• Attention metrics help advertisers understand the quality of their media buys, leading to more effective campaigns and better return on investment (ROI).
• GroupM has integrated attention metrics into their performance-centric strategy, evolving with changing times and ensuring maximum value from every marketing and media dollar invested.
• Mars has found attention metrics to be correlated to business success, improving the effectiveness of their campaigns by understanding the quality of each impression.
• Adelaide is working to make attention metric data available in whatever way advertisers want, including via GroupM Nexus's custom algorithms.
• The use of attention metrics has led to responsible media investment, driving better outcomes and creating a positive feedback loop for advertisers, publishers, and consumers.
• The future of attention metrics includes embedding it in buying systems, scaling it across more digital platforms, and incorporating the data into planning tools.
• There is a need to evolve measurement models to shift from volume to value, aligning with the long-term effects of attention metrics in creating a shared understanding of quality and driving more trust in the market.

Recorded Live from The GroupM Rooftop on Day 3 of Cannes Lions 2024

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