AB InBev and Dentsu Look for Better Ways to Gauge Consumer Attention

Brewing up a return that is proportional to the investment

AB InBev and Dentsu joined Adweek's Mediaweek event to talk about how the two are best measuring audience engagement.
AB InBev and Dentsu joined Adweek's Mediaweek event to talk about how the two are best measuring audience engagement. Adweek

Buying against a demographic often creates ad waste, but by involving IT and its agency, brewing giant Anheuser-Busch InBev created a better ad environment that commands higher viewability and retention.

@RichCollings richard.collings@adweek.com Richard Collings is a retail reporter at Adweek.