Tim Vanderhook, CEO and co-founder of Viant, closed out the day by turning the conversation from measurement to action. He said marketers should use attention data to adjust campaigns while they’re running, rather than waiting for a report after they’ve spent the budget.
The goal of attention data is not to “have a pretty attention chart. It’s about increasing reach with the same budget that you actually had,” Vanderhook said. His ultimate advice was to start with an attention baseline, then shift spend toward the creative and placements earning more attention.
