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Validated Ad Interactions Support Viewer Attention Metrics: Infillions Gena Schirer Beet.TV [Video]

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CANNES – Marketers have sought to continually refine their abilities to detect when their digital advertising is seen or spurs an interaction with a consumer. Validating these interactions is an important step toward measuring consumer attention to ads, as digital ad company Infillion has found.

“We’re seeing a lot of companies that are saying, ‘An interaction is potentially an accidental rollover, an accidental hover, an accidental click,’” Gena Schirer, senior vice president of client relationships at digital advertising company Infillion, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.

“We really wanted to solve for that and make sure that the interactions that we’re tracking are valid interactions and intentional interactions,” Schirer said about Infillion’s IDVx solution, which officially launched today. “Now we can run that across our DSP [demand-side platform], and we’re really only tracking true interactions.”

IDVx is a first-to-market …

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