Sometimes, having people pay too much attention to your ads can be a bad thing. This MAGNA study found that showing the same ad six times in one hour on a streaming network might increase awareness, but it also reduces purchase intent and positive brand perceptions. Consumers assume the advertisers are repeating the ads on purpose.
Attention-based ad measurement is generating a lot of interest these days, largely because traditional viewing measures are increasingly unreliable. Playground xyx uses eye-tracking panel data to measure attention to digital ads. They’ve just teamed with PubMatic to sell audiences optimized for attention.
Identifying anonymous website visitors is also more important in a cookieless word. CDP vendor Cordial has launched a solution that identifies web visitors by matching their devices to a known profile in the Cordial ID graph. Cordial says data in its graph is collected with explicit user consent.
Google will begin the U.S. rollout of its much-anticipated generative AI search capability this week, with rollout in other countries “coming soon.” Search results include links to information sources but Website owners still worry that detailed answers will result in fewer people clicking past Google to their own websites. From Google’s perspective that’s a feature, not a bug.