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…

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 February 23, 2022, experts from Bain & Company, Meta, TVision and the ARF explored new research on the value of time in advertising and how our understanding of duration should inform industry-wide…