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“Why do we have standards in a lot of other parts of our media ecosystem, but in this place it’s acceptable not to have standards?” Doug Rozen, CEO of Dentsu Media Americas, wondered.
For the past five years, Rozen’s holding company has been studying consumer attention in partnership with a few attention-tracking firms to prove that ads optimized for attention perform better.
Large agency holding companies like Rozen’s are pursuing similar research, hoping that the results will lead to better campaign ROI.
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