Online video ad platform YuMe already partnered with Nielsen to release its ad reach calculator tool this week. Next up, it wants to understand how consumers interpret digital ads.
“Consumers, more than ever, are distracted,” Neto says. “What are the factors that drive receptivity when they’re exposed to some kind of advertising?” He says device type, mode, location and consumer needs will likely influence these factors. “The primary goal is to better understand the role of context.”