Cathy Taylor

Cathy Taylor, U.S. Commissioning Editor at WARC, brings her expertise on attention measurement to the discussion. She dives into the evolution of attention metrics and their importance in media strategies. Cathy highlights the shortcomings of viewability as a quality standard and shares insights on how attention data is reshaping planning and buying practices. She also emphasizes the need for a hybrid approach to measure attention effectively and reveals how real-life applications, like Halion's test, have led to significant improvements in ad performance.