‘VTR is Dead’: India’s largest digital ad study says attention is the real currency
Published on: Aug. 7, 2025, midnight | Source: Livemint
Snapchat, WPP Media and Lumen’s Attention Advantage study finds that genuine human attention is a far stronger predictor of business outcomes than legacy metrics like view-through rate. The study introduces Attention per Mille and cost per APM for media planning.
