The Economist is one of the publishers that’s at the forefront of attention-based buying. Now the question is how to make the practice more widespread.
As a start, the publisher revealed the results of its first campaign while working toward a measurement standard in hopes of getting more ad buyers to shift from impression buying. While the idea of selling based on attention is attractive to publishers, it’s hardly widespread: The Economist has run one full attention-based campaign since November and is just starting a second.
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