How can we fairly measure the quality of an ad impression? What do we really know about the relationship between time-duration and value to advertisers? And if time-duration is NOT the end-all and be-all metric for fair cross-platform comparisons, then what is?
At this ARF Town Hall on March 2, 2022—the second of a two-part series on the topic—experts from AbbVie, OMD Worldwide, Dentsu Aegis Network, Bain & Company and the ARF discussed our understanding of duration as a key metric and the implications for emerging standards for cross-platform measurement and ad effectiveness.
Further insights and discussion of this topic will be presented at AUDIENCExSCIENCE 2022 in April. More details to come.