Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How CMOs Measure Attention Beyond the Click
Lucas and Luna unpack a shift quietly reshaping marketing budgets: attention-adjusted metrics. Forget click-through rates and last-touch attribution. Lucas walks through how brands like Procter & Gamble and L'Oréal are using second-by-second eye-tracking data, neural response scores, and dwell-time weighting to measure whether an ad actually landed. Luna challenges whether attention is a vanity metric or a real efficiency signal. Together they dissect the methodology behind attention-adjusted CPMs, why the biggest media agencies are buying in, and what it means for how CMOs justify spend…
The skinny
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