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Partners 'Look Beyond Clicks'
Digital ad solutions firm Eyeblaster and ad agency Dentsu America have formed a partnership using consumer engagement metrics to show clients where and when display ads and online marketing initiatives are working.
 Eyeblaster's flagship ad serving and campaign management product MediaMind is being used to help advertisers focus on increasing engagement. The tool will also explore Dwell Time - the active time a user intentionally spends with the creative per exposure, measured in seconds. The partners will also track users that interact with pre-roll, banners and sponsor pages and show how they progress down the conversion funnel.
'MediaMind takes into account the many variables associated from getting a campaign live to measurement and post campaign analysis,' said Scott Daly, EVP Director at Dentsu America. 'Instead of relying on the quantity of clicks generated, we aim to show advertisers campaign performance based on engagement - metrics like Dwell Time make that possible.'
Web sites: www.eyeblaster.com and www.dentsuamerica.com .
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