An ad served is not an ad watched. For decades, marketers have measured media by volume, reach, frequency, completion rate, viewability—metrics built to confirm delivery, not capture the full picture. And in today's attention economy, marketers can no longer ignore the gap between exposure and impact.
In this ADWEEK Exchange series, you'll be joined by senior brand marketers for a morning of breakfast and thought leadership built around a question that moves from "did we reach them" to "did it matter." These conversations explore emerging standards for measuring attention over delivery, and challenge marketers in the room to rethink how they evaluate what their media is actually worth.
