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Is the time of exposure the new metric for display advertising?

Posted by Martin Kovac | Posted in Display advertising, Measurement | Posted on 30-03-2010

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Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.

French company called Alenty created this technology. You can see live demo of their technology here.

If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.

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