Optimised for Attention - The Co-operative Group

Carat UK


A genuine global-first, this approach has never been used, anywhere in the world.

The fight for consumer attention is one of the biggest facing our industry, and one with particular relevance to digital. The digital marketing industry is in transition as we adapt to a post-cookie, privacy-first world where data-driven advertising and measurement are increasingly challenged.

It was critical for us to help our clients navigate these changes and find new ways to maximise the effectiveness of our media buying through innovative, privacy-compliant techniques.

By combining machine learning, data science, eye tracking research, programmatic optimisation and google technology, a crack team of experts across Carat and Dentsu have pioneered a new approach to buying digital media which optimises the attention people give to our campaigns. We took this global-first to market in the UK and delivered stellar results for our retail client Co-op.

Pay attention, you saw it here first!

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