The Economist adopts time-based ad sales
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The Economist is following in the Financial Times’ footsteps and betting heavily on time-based selling as a future method of online trading. But it has gone a step further — it is rolling out in-app as well as online cost-per-hour trading and capping “attention buys” at 30 seconds so marketers can get a better return. It also has proof that viewability-based trading alone doesn’t equate to user attention, which ultimately is what marketers are after.
“The Economist is following in the Financial Times’ footsteps and betting heavily on time-based selling as a future method of online trading. But it has gone a step further — it is rolling out in-app as well as online cost-per-hour trading and capping “attention buys” at 30 seconds so marketers can get a better return. It also has proof that viewability-based trading alone doesn’t equate to user at”Fonte
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