In this episode of the Marketecture podcast, the hosts dive into the growing significance of attention metrics in advertising. They explore how these metrics have evolved from basic viewability measures to advanced models that not only predict attention probability but also link it to business results. The conversation also highlights recent developments in ad tech, including earnings reports from Magnite and Trade Desk that showcase the growth of connected TV, allegations of consent farming against Zeta Global, Viant's acquisition of Iris TV, and the questionable methodology behind a Forrester SSP survey. Lastly, they discuss the potential future impact of blockchain on advertising and the rise of attention as a new form of currency.
