Jeff Green

Most metrics will tell you what your campaign delivered. But attention is the metric that finally tells you why it worked. The new mCanvas × Lumen study takes the conversation far beyond clicks and vanity metrics. It clearly demonstrates how high-attention environments drive stronger recall, deeper consideration, and higher intent — the outcomes that genuinely move the needle for brands. A big congratulations to my amazing team at mCanvas (Roshni Verma Shubhangi Kale Ryan Dsouza Tariq Nahas Meghna Soni Abhilash Krishnan) and our partners at Lumen Research for bringing this research to life. Truly proud of the depth and clarity this adds to the attention narrative. Link in the comments 👇 #AttentionEconomy #BrandImpact #MediaEffectiveness #AdTechInnovation

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Our high-impact Programmatic Pause Ads format is now easier to access thanks to a massive increase in supply enabled by new integrations with Xumo, Plex, Inc., Univision, and more, alongside existing partners such as DIRECTV. We are removing the most significant friction points in CTV: 🖼️ - Zero Creative Fees. ⏩ - Launch within 5 days with a single video asset. TripleLift is now the definitive "one-stop shop" for non-interruptive CTV creative that drives outcomes - like a proven 65% interaction rate with dynamic creative elements like QR codes. The future of television advertising is finally simple. Read the full story and get in touch if you want to chat more about Pause Ads and CTV: https://lnkd.in/edccP7Qu #CTV #Programmatic #PauseAds #TheCreativeSSP

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Sooo... how can the same product, from the same company, with the same experience; suddenly grab market share from the market leader. No flashy launch, no innovation, no nothing. Change your brand positioning. How about if you are Anthropic (Claude), and you go up against a powerful government department like the DoW? Your intent was not brand position change; that'd be too pedestrian. There is of course, a lot of nuances in what happened; but the market does not care about the nuance - most of which I am most likely missing. The market cares about what they see and hear and feel. The Brand Positioning Deck on Amodei's laptop on never changed. Perceptions of the market changed of what Anthropic was. What it stood for, how far it will go for something as abstract, yet important as principles. As an aside: Amodei has re-engaged DoW and opened negotiations again as of late last week. Anthropic is still a business; and sometimes the market make a lot of assumptions, so you never know what is going on behind the scenes. But the users have made up their minds of what OpenAI and Anthropic stands for - rightly or wrongly. Both CEOs played a big role in this evolution. Speaking of CEOs and big companies and their 'products,'.... Nah, that'd be too easy. https://lnkd.in/gyfapkyF

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My First AI Post @2025 (and thank you to the Aperiam AI Fellows and to Dawn West and Alex Netelkos for making that happen!): If viewability was the training wheels of digital measurement, attention is the carbon-fiber racing bike we’ve just learned to ride. Erica kicked us off by pointing out the obvious: “viewable” doesn’t mean “seen,” and certainly doesn’t mean “engaged.” McKinsey’s neat formula — time × focus × intent — resonated as a starting point, but the real magic is in using that across channels and across the funnel. Why does this matter now? Because omni-channel is no longer a buzzword — it’s the messy, lived reality. CTV, digital out-of-home, mobile gaming, social feeds — each has wildly different engagement norms. An attention metric gives marketers and publishers a lingua franca, a Rosetta Stone to compare value and outcomes without pretending a click on a banner is the same as leaning into a big-screen spot. Publishers want credit for premium environments. Marketers want to normalize buys across hundreds of brands, countries, and media types. Attention-weighted CPMs (ACPMs) start to solve both. Even a global CPG can look across Meta, YouTube, stadium signage, and print — and make sense of it. Is it perfect? No. Is it better than a stack of inconsistent KPIs and gut feel? Absolutely. And yes, AI is in the wings — not as the protagonist, but as the stagehand making the hard stuff easier. It can normalize messy data, connect attention signals to outcomes, and embolden teams to try bolder experiments. Which brings us to the closing provocation: What if a few brave brands and publishers agreed to really transact on attention — rough edges, no gaming, shared responsibility for outcomes? The moment feels right to test whether attention can become not just a metric, but a currency. Marc Guldimann Adelaide David Zapata AB InBev Michael Shields Cory Treffiletti Rembrand McKinsey & Company

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Live events are streaming now, but programmatic advertising has to keep up. The IAB Tech Lab is proud to release the Live Event Ad Playbook (LEAP), focused on powering live events across CTV and streaming environments. LEAP marks the first in a series of new tools from the IAB Tech Lab’s Programmatic Supply Chain Working Group, starting with the Concurrent Streams API, built to support concurrency tracking and reduce waste in real-time live environments. Special thanks to Tech Lab Board Members Amazon, NBCUniversal and Index Exchange and the fearless Hillary Slattery for leading this critical industry effort. Learn more: https://lnkd.in/efBGqFsr #CTV #LiveEvents #Streaming #Programmatic #IABTechLab #OpenStandards

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