Inside Dentsu Media’s 5-Year Endeavor to Measure Attention 

Assume a consumer, watching TV, turns to Instagram during a commercial break and spots an interesting ad on their feed. In that moment, two advertisers paid to capture the consumer’s attention, but only one succeeded. “Turns out people are very good at ignoring advertising,” said Mike Follet, managing director at eye-tracking firm Lumen Research. “Just…
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