How Domino’s and Expedia Use Attention to Improve Campaign Effectiveness

GumGum’s Mindset Platform helps unearth new potential audiences

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As the next wave of attention metrics evolves, brands like Domino’s and Expedia Group are going beyond simply measuring attention to using tools to identify new audiences and understand the content and messaging that resonates, ultimately leading to more effective campaigns.

Contextual ad-tech firm GumGum, which last year acquired attention-tracking vendor Playground xyz and its panel of 30,000 users, launched The Mindset Platform across global markets to help marketers use attention to drive campaign performance.

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