strategy

The media market’s been stuck in a dangerous loop: demand for low CPMs has fueled low-quality inventory—and even lower-quality returns.

Attention metrics are breaking that cycle with a shift in focus from cost to value. But even as adoption accelerates, putting attention to work takes the right metric.

If we worship digits, we’ll forever be disappointed. There’s always one figure larger. Fight the tyranny of metrics. They lead us nowhere good.

Ad spend is the rent a brand pays to stay alive.

– in your head and (therefore) in real life.