Digital publishers turn to time-based metrics
Most advertising is bought and sold according to the number of people who are exposed to the ad.
Global research by Digital Content Next has found that 80 per cent of premium publishers are interested in pricing and selling their advertising inventory according to time-based metrics.
The Financial Times recently starting selling ads based on time as part of a pilot programme.
This method is also attracting the interest of publishers including Condé Nast, ESPN, Forbes, Gannett, CNBC Digital Inc, the New York Times, the Wall Street Journal and Univision.
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