'vtr Is Dead' India's Largest Digital Ad Study Says Attention Is The Real Currency

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business vtr is dead india s largest digital ad study says attention is the real currency

Snapchat, WPP Media and Lumen's Attention Advantage study finds that genuine human attention is a far stronger predictor of business outcomes than legacy metrics like view-through rate. The study introduces Attention per Mille and cost per APM for media planning.

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