The Economist is ready to move beyond the impression and bet heavily on user attention-based selling as the future.
The publisher, which operates a hybrid subscription and ad-funded business model, is offering marketers globally the ability to buy readers’ attention in-app and online, on a cost-per-hour (CPH) basis. The move follows the Financial Times’ adoption of time-based selling in early 2015.
“Viewability doesn’t provide attention. It is a proxy for quality. The next step in the evolution of media buying is trading attention,” Ashwin Sridhar, global head of digital products revenue at The Economist, told Digiday.