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What Are the Best Practices for Using Attention Metrics?

While attention has always underpinned advertising, the rising popularity of attention metrics is a recent phenomenon in digital advertising. Attention Metrics refer to a set of data that can be used to approximate consumer attention to both media placements and creative. These metrics range from loose proxies like viewability to…

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The Native Chronicles: Flexibility and A/B Testing

This is the second article in the Native Chronicles series, brought to you with the support of TripleLift. Read the first article on the "creative revival," and the third on the future of mobile.   The term “set it and forget it” is anathema to digital advertising. Whether it’s a homepage takeover, pre-roll video,…

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The Native Chronicles: Creative Revival

This is the first article in the Native Chronicles series, brought to you with the support of TripleLift. Read the second article on flexibility and A/B testing and the third on the future of mobile.   The first banner ad is both a thing of legend and of infamy. The latter because it launched a revolution of…

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