As we head into this year’s IAB NewFronts, economic uncertainty continues to loom large for marketers, and the pressure to prove the impact of every dollar is intensifying. Brand leaders are shifting from reach to outcomes—and attention has become the bridge between media delivery and business impact. Attention is more than a metric—it’s the proxy for outcomes. Why Attention Is the New Currency for Outcomes Which outcomes? The ones that matter—not just vanity metrics. Our research shows…
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