La ventaja contextual en la era de la atención

New Study Proves that GumGum’s Contextual Solutions Increase Ad Viewability & Brand Recall

‍In a complex digital landscape, where consumers are constantly bombarded with brand messaging, how do we measure ad success? Recently, one method that is gaining traction is attention-based measurement, which uses metrics around “ad viewability” to identify how long eyeballs were actually on a particular brand message.

With the decline of third-party data, GumGum’s contextual technology is leading the way into a cookie-less future. GumGum partnered with Lumen Research and Publicis Groupe to put its contextual expertise to the test through attention-based metrics and proved that display ads that are contextually targeted drive greater consumer attention.