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    Not Optimizing for Human Attention? Then Forget About Advertising (Part II) 

    In Part I of our recent publication, we introduced you to some of Paolo Provinciali’s thoughts on the importance of human attention in advertising. Enjoy our selection of further insightson this hot topic in the marketing industry, from a practitioner’s perspective: • The role of innovative platforms. According to Provinciali, the sell-side should constantly work to develop highly attentive environments through content, formats, and programming innovation. In turn, the buy-side should […]


    Not Optimizing for Human Attention? Then Forget About Advertising (Part I) 

    Want to improve advertising effectiveness? Optimize for human attention! In a world where Web3, AI and the metaverse are the latest hype getting media coverage, we were delighted to come across this very different, thought-provoking and insightful blog by Paolo Provinciali.  According to Provinciali – a senior media professional calling himself an „economist by education, marketer by profession, […]