"We don't feel there is an accurate way to measure dwell time that allows us to communicate back to a brand that they were engaged with the actual media," he said. "[A shopper] could be looking at a product, they could be looking at something else, they could be stopped looking on their phone."
Dwell time is one of the most common metrics in-store retail media technology measures. And while some experts claim it is a crucial way to track customer engagement, others find it less reliable.
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