As part of its Attention Economy program, which aims at redefining how advertising campaigns are planned, measured, and optimized for attention, dentsu international announced today that it has partnered with VidMob to offer new depths of creative intelligence and performance to marketers. VidMob’s Agile Creative Studio will now power dentsu’s Attention Ads Lab, the arm of the program focusing on identifying which ads capture consumer attention. This expanded partnership will support brand campaigns across the entire digital ads landscape including social media, programmatic and OTT/CTV channels.

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“This global partnership with VidMob gives us the power to change the way that brands think about creative — ushering in a new era of creative data-powered marketing. We are thrilled to be able to bring this capability to our clients in a scalable and meaningful way and are confident that it will supercharge the great work that we are already doing on their behalf today,” said Clive Record, Head of Global Partnerships, dentsu international.