In recent years, advertisers and their ad agencies have prioritized attention measurement in their efforts to forecast and maximize outcomes. The idea is simple: if attention can be accurately assessed, it can assist forecast and improve the performance of advertisements, from increasing brand lift to driving sales and even modifying campaigns in real time. However, while attention is vital, it does not provide the complete picture. To properly understand what drives success, marketers must examine data quality, audience relevancy, creative execution, and the context of the ad. The complexities of assessing attention......

Continue Reading