The IAB Europe’s Guide to Attention in Digital Marketing

  This guide to attention in digital marketing has been developed by experts from IAB Europe's Brand Advertising Committee as […]

 

This guide to attention in digital marketing has been developed by experts from IAB Europe's Brand Advertising Committee as both an introduction to the topic and as a means of sparking wider industry debate around how attention measurement should develop over the next few years.

Still a nascent field, this guide provides an overview of what attention is in digital advertising and why attention measurement is gaining interest now. The guide also reports a suggested framework for measuring attention and outlines implementation best practices, as well as case studies from real-world deployments of attention measurement tools.

In short, this guide attempts to answer key questions brands are currently asking about attention measurement including:

  • Why is attention important?
  • What tools are available to measure attention?
  • What are the use cases for these tools?
  • How can I best integrate attention into my digital advertising campaigns?

 

A big thank you to our contributors for helping with this Guide:

  • Sebastiano Cappa, Managing Director, Outbrain & Board of Directors, IAB Italy
  • Rob Gedge, Global Solutions and Innovation Manager, Xaxis
  • Alison Hawkins, Integrated Solutions Director, Northern Europe, DoubleVerify
  • Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, FreeWheel (Comcast)
  • Andy Brown, CEO, The Attention Council
  • Harpreet Kallah, Senior Marketing Manager EMEA, PubMatic
  • Luca Masiello, Advertiser Partnerships, Northern Europe, Microsoft
  • Ekaterina Vagner, Sr. Regional Marketing Manager, EMEA, Verve Group
  • Gabriele Vileikyte, Product Manager, Eskimi
  • Justin Adler, Director of Product Strategy - Quality and Compliance, Mediamath
  • Phil Sumner, VP Research Operations, Teads
  • Boriana Velikova, Executive Director, IAB Bulgaria
  • Juha Halmesvaara, Head of Strategy & Insight, Dentsu Finland, representing IAB Finland
  • Duncan Southgate, Senior Director, Creative and Media Solutions - Insights Division, Kantar
  • Luis Falcao, Director of Operations, IAB Portugal
  • Simon Thomas, Global Director - Audiences Research and Media Investment Management, GroupM
  • Silvia Gorra, VP Marketing EMEA, VidMob
  • Louis Bocket, Lead, Product Marketing, Scibids
  • Jacques Cazin, Senior Advisor, Viznet & Vice Chair of IAB Europe’s Brand Advertising Committee 
  • Kay Schneider, SVP Global Product and Business Development, ShowHeroes Group
  • Elizabeth Lane, Head of Research Measurement, IAB UK

 

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