"We guaranteed all of those campaigns would meet or exceed a benchmark or we would do a full make-good," Stinchcomb said. "That actually seemed to get some people who were on the fence to say, 'OK, I will run because you're taking the risk out of my ad being lost in the shuffle.'"
As attention metrics work their way toward currency status, some publishers are experimenting with offering buyers minimum attention guarantees on their inventory to drum up demand.
High-attention inventory can tempt buyers to overlook common concerns about online news placements, especially if publishers proactively take the risk out of buying this inventory.
Current pricing often doesn't correlate to a site's attention score. Which means there's an arbitrage opportunity for buyers and resellers, particularly via high-attention marketplaces.
#advertising #attention-metrics #programmatic-currency #publisher-strategies #marketplace-opportunities
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