Is there a correlation between high attention scores, low emissions scores and business outcomes?
Brands, including Mars and Nestle-owned Nespresso, are testing technologies to find out, including two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide that were announced last week.
Using attention metrics as a proxy targeting signal for reducing emissions by avoiding wasted impressions makes logical sense, said Ron Amram, senior director of global media at Mars.
“The belief is that a cleaner, more focused media placement is both more effective and more green,” Amram said. “It’s a hypothesis that seems to be playing out.”
Full story at AdExchanger.
