Sessions 22

Can Publishers Trade “Exposed Time” as an Advertising Currency, Not Just Impressions?

Salón Barahona 4, Level 2, Convention Center Cartagena de Indias

The Financial Times has an unusual history of choosing bold over conservative, even when dealing with sensitive issues like digital ad revenue. The choice to explore viewability, cost-per-hour metrics over CPM, and click-through-rates (CTR) is a great example. The Financial Times' VP of Advertising in the Americas will take us through the successes and limitations of this revolutionary approach.