Horizon Media is working with True[X] to programmatically buy ads for its clients where engagement metrics—such as video views, social media likes/shares, clicks, submitted survey forms, etc.—are the "currency," in industry parlance. In other words, marketers will theoretically only pay for promotions when they are actually interacted with by a consumer. Additionally, they can customize what kinds of engagement they want for their cash.
It's an intriguing move by two players in a space where everyone is trying to get a grip on viewability and fraud.
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