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The industry has over-optimized for short-term performance. Built in partnership with Kantar and Lumen, and based on one of the industry’s largest video effectiveness datasets (40,000 respondents across the UK and US), this study introduces a new framework for growth in the Algorithmic Era. 

For the first time, it quantifies how next-gen video platforms, formats and types of attention deliver real business outcomes, and the impact of a single exposure.