The Universal Potential of Context, Creative, and Attention
Nov 10, 2022 / 2:00 - 2:30 PM EST
The focus on the attention economy in digital advertising is becoming sharper. With the advent of the cookie and personal data, successful marketing campaigns will need to capture the consumer’s mind through creative, context, and attention. Join Angelina Eng, VP, Measurement & Attribution at IAB, Phil Schraeder, CEO GumGum and Rob Hall, CEO Playground xyz as they discuss how contextual technology, attention measurement, and optimization solutions are being combined to help advertisers future proof their attribution strategies by moving beyond basic viewability metrics to better understand the true effectiveness of digital campaigns.