Marketing

AB InBev and Dentsu Look for Better Ways to Gauge Consumer Attention


Paolo Provinciali, vp of of media and data in the U.S. at Anheuser-Busch InBev, and Cara Lewis, evp and head of U.S. media investment at Dentsu, joined Adweek’s Mediaweek virtual conference to discuss the pair’s efforts to change the currency of reference to consumer attention from impressions and GRPs.

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