Kroger Pilots Dentsu’s Attention Metric As An Upgrade Over Viewability

CANNES — Supermarket chain Kroger is readying to pilot a brand new way to measure the performance of its ads across Facebook and Google, after agreeing on a test with media agency group Dentsu. The retailer will begin measuring the “attention” consumers give its ads, based on work Dentsu has been doing over the last […]

 
 

GroupM’s Gotlieb: Census-Level Data Needed To ‘Join The Dots’ Between TV, Digital

LONDON – Legacy media needs to join digital in using census-level data for audience targeting and attribution, according to Irwin Gotlieb, Chairman of WPP’s GroupM. “If we look at the effect of our media campaigns and try to do proper attribution on them, we have to do it, we have to get legacy media on […]