So why is everyone talking about attention, producing attention metrics, selling attention solutions and yet, we are still trying to work out what the attention story is all about.
In an exclusive ISBA member event, Professor Karen Nelson-Field, credited with putting attention on the measurement map, promises to make sense of the attention ecosystem for us.
Her presentation will address the problem of viewability and how time in view is the Achilles heel of this issue, leading to flow-on effects such as reach-curves and ESOV. She will also discuss how creative is heavily impacted by this problem.
