As the head of an agency that preaches “engagement,” it’s no surprise Ian Schafer is preaching its value. The Deep Focus CEO made his case for engagement to replace impressions as the key currency of the digital marketing system at the Interactive Advertising Bureau’s annual meeting this week. In “The End of Ad Inventory as We Know It,” Schafer argues that digital media is bursting at the seams with ad impressions, which makes attention scarce and real connections scarcer. The rise of social media is speeding this up by creating ad inventory less about consumption and more about participation. “The fundamental underpinning of online advertising, the impression is in trouble,” Schafer said in his speech.
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