By Ian Darby

The focus on the attention economy in advertising is becoming sharper. Brewing giant AB InBev is the latest major advertiser to signal its intention to place more emphasis on media investment based on ‘attention’ as opposed to single views or impressions.

This shift is explained in part by the rise in contextual advertising as a way of harnessing consumer attention, and the growing necessity to look for new ways of engaging with audiences as the third-party cookie becomes a thing of the past.

To consider this, The Drum partnered with Playground xyz, the technology company that’s on a Read full story ›

Source: The Drum