Databricks’ Jake LaDuke: Marketing is Shifting From an Attention Economy to a Prediction Economy
· 3h ago · Originally reported by Beet.TV
The way marketers prove value is changing. Attention metrics that have anchored advertising since its inception are giving way to something more demanding. It starts with the ability to predict business outcomes before a campaign even launches. “CMOs need to be able to have a predictive layer of performance before…
This is the outlet’s own summary while our desk writes an explainer. Read the full story at Beet.TV.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Attention metrics
Attention metrics estimate how much people actually noticed or engaged with an ad, using signals like time in view, screen share, interaction and eye-tracking panels, beyond simple viewability.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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