Attention Specialist Rolls Out New Planning Tool

Attention specialist Adelaide has been getting a lot of coverage this week for a new attention planning tool that they have rolled out:

A number of agencies that have signed on to use the planning product which is called Flight Control including Havas, GroupM, IPG Mediabrands, Omnicom & Publicis Media.

As an attention based media specialist Impact thinks it’s great to see the amount of interest in attention based media buying continuing to grow. With the deprecation of third party cookies happening in Q4 this year & attribution consequently set to become harder, we expect this momentum to increase.

We think that offering a model of buying based on attention rather than optimizing towards it, it will de-risk testing attention based buying for many clients & this will further increase the attractiveness & adoption of services like our own.