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Episode 98: Marc Guldimann explains everything about attention
Nov 15, 2024
Marc Guldimann, CEO of Adelaide, shares his expertise on attention measurement metrics and their vital role in modern advertising. He discusses how attention metrics are evolving into market currency and the shift from basic viewability to more advanced measures like gaze duration. The conversation also tackles the challenges of transparency in measurement and the unexpected consequences of optimizing for attention. Guldimann highlights innovative approaches like eye-tracking data and critiques outdated industry practices while examining the future of advertising technology.
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Quick takeaways
- Attention metrics offer a more accurate assessment of media quality than traditional metrics like viewability, which can be easily manipulated.
- The evolving four-wave model of attention metrics highlights their progression and potential to become a widely accepted currency in advertising.
Deep dives
Understanding Attention Metrics
Attention has recently gained prominence in media evaluation because traditional metrics often fail to accurately assess media quality. Many commonly used metrics, such as viewability, can be easily manipulated, leading to misleading interpretations of media effectiveness. By contrast, attention metrics aim to provide a clearer picture of audience engagement, although some can still be gamed based on their design. It is crucial for metrics to maintain a level of opacity to prevent distortion of behaviors by media sellers, similar to established systems like credit scores.
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