Why advertisers must address attention first to optimize privacy-friendly targeting

Mark Slade, vice president of brand, Digital Turbine

Advertisers are hyper-focused on the next wave of mobile ad targeting. Without immediate action, however, research shows that even if they meet the challenge of navigating Google’s Privacy Sandbox later this year, they’ll still be wasting 65% of their ad spend. Meanwhile, savvy advertisers who shift their focus to targeting for consumer attention today can boost ad effectiveness by 300%. 

Finding the right audience is a persistent challenge in the privacy era. But it’s only half the battle. If an ideal consumer ignores an ad, the result is the same as putting an ad in front of the wrong person entirely — i.e., wasted ad spending. Advertisers striving to reach the right audience succeed more often when considering audience attention. And that is a tactic they can address now.

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