The 12-second gap between a viewed ad and a considered one
Campaign US’s Fabien Magalon reports that media and creative teams grade campaigns on separate scorecards, leaving no shared measure of whether bought placements give creative the attention time it needs.
Why it matters. Advertisers who certify media by viewability alone risk buying placements that clear efficiency thresholds yet fail to deliver the attention their creative needs to move buyers toward consideration.
Signal from campaignlive.com · Fabien Magalon · read the original.
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