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Thanks for joining us, Moomal! What book has had the biggest impact on you? There are countless books that have had a huge impact on me, […]" /> <meta property="og:url" content="https://blog.openx.com/spotlight-series-moomal-shaikh-at-oracle/" /> <meta property="og:site_name" content="TheXchange" /> <meta property="article:published_time" content="2024-05-08T14:17:23+00:00" /> <meta property="article:modified_time" content="2024-08-05T21:52:43+00:00" /> <meta property="og:image" content="https://blog.openx.com/wp-content/uploads/2024/05/moomal-shaikh.jpg" /> <meta property="og:image:width" content="2100" /> <meta property="og:image:height" content="900" /> <meta property="og:image:type" content="image/jpeg" /> <meta name="author" content="Stephanie Waldt" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="Stephanie Waldt" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="4 minutes" /> <script 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aria-hidden="true"></i> </button> </div> </form> </li></ul> </div> </div> </nav> </header> <section class="hero py-5 hero--image" style="background-image:url(https://blog.openx.com/wp-content/themes/openx-blog/images/featured-image.jpg)" > <div class="container position-relative z-1 py-5"> <h1 class="fs-ox3 text-white text-center ">Spotlight Series: Moomal Shaikh at Oracle</h1> <p class="hero__meta meta text-center d-flex justify-content-center mb-0"><span>By <a class="link-underline" href="https://blog.openx.com/author/stephanie-waldt/">Stephanie Waldt</a> in <a class="link-underline" href="https://blog.openx.com/category/addressability/">Addressability</a><span class="ms-2">|</span><span class="fw-normal ms-2">May 8, 2024</span></span></p> </div> </section> <div class="post-body"> <div class="container py-5"> <div class="row justify-content-center"> <div class="col-12 col-md-11 col-lg-10 col-xl-9"> <p><em>As a part of OpenX’s </em><a href="https://www.openx.com/deals-library/" target="_blank" rel="noopener noreferrer"><em>Cookieless Deal Library</em></a><em>, Stephanie Waldt, Product Marketing Manager, spoke with Moomal Shaikh, Principal Product Manager at Oracle, about how attention drives resonance, relevance, and recall. Thanks for joining us, Moomal!</em></p> <figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1140" height="489" src="https://blog.openx.com/wp-content/uploads/2024/05/moomal-shaikh-1140x489.jpg" alt="" class="wp-image-64536" srcset="https://blog.openx.com/wp-content/uploads/2024/05/moomal-shaikh-1140x489.jpg 1140w, https://blog.openx.com/wp-content/uploads/2024/05/moomal-shaikh-570x244.jpg 570w" sizes="(max-width: 1140px) 100vw, 1140px" /></figure> <h2 class="wp-block-heading">What book has had the biggest impact on you?</h2> <p>There are countless books that have had a huge impact on me, so it’s challenging to choose just one. But I am currently re-reading <em>Thinking, Fast and Slow</em> by Daniel Kahneman. Even for my second read, it’s so fascinating to dive into the intricacies of the mind! It’s giving me a moment to pause and recognize how I make decisions and how I may be influenced by cognitive biases – and learn to recognize the same in others. A timely read for the attention ecosystem too!</p> <h2 class="wp-block-heading">Attention isn’t just a viewability metric but rather a valuable cookieless solution. Can you tell us more about that?</h2> <p>Viewability is table stakes; it creates an opportunity to be noticed. Over time, incentives and technology have transformed the valuable currency of viewability into a specification that can be gamed by the unscrupulous. While well-intended, viewability alone doesn’t fully capture the complexity of behavioral economics (think: incentives), falls short on keeping the digital consumer journey at the center (think: the increased conversation around on MFA sites), and has led our industry to some unintended second-order consequences.</p> <p>Attention measurement transcends this foundational signal and provides a window into understanding crucial insights of user receptivity and ad effectiveness. When standing in the middle of Times Square, many billboard ads may be “viewable” to me, but that doesn’t mean I’ve paid attention to them.</p> <h2 class="wp-block-heading">How does attention drive resonance, relevance, and recall?</h2> <p>Attention is the gateway to all three aspects of driving impact through an ad experience, and all three aspects are interconnected.</p> <ul class="wp-block-list"> <li>Resonance: Capturing attention is the first step toward creating an emotional connection with the audience. When users actively pay attention to an ad, they are more open and receptive to the messaging, storytelling, and calls-to-action. </li> <li>Relevance: The user attention itself signals relevance, such that when users are actively paying attention to an ad, it implies the ad creative is relevant to their interests or needs. Contextually relevant ads benefit from the positive halo effect of user attention as well. </li> <li>Recall: Lastly, that sustained attention (and repeated exposure) toward a memorable ad experience enhances recall and memory retrieval.</li> </ul> <h2 class="wp-block-heading">Attention is nuanced. Tell us more about the relationship between attention measures and transparency.</h2> <p>Attention can have entirely different interpretations across players in the ecosystem, and understanding and acknowledging these nuances is crucial for building effective and actionable attention solutions. But all of this can, and often does, feel complicated and overwhelming.</p> <p>Which is why, similar to AI interpretability and explainability, transparency in attention measurement is key to fostering trust and confidence. This transparency will encourage collaboration, drive greater adoption, and allow for attention solutions to scale more effectively.</p> <h2 class="wp-block-heading">How do cross-partner collaboration and access to multiple data points result in a deeper understanding of audiences?</h2> <p>Audiences (much like all humans) are multifaceted and cannot be understood with isolated sets of signals. Cross-partner collaboration and combining insights from various data points provides a more comprehensive view of audiences, uncovering nuanced patterns and trends of user behavior. These insights can serve as foundational principles for attention solutions, such as recognizing diminishing returns of attention over time, or the quality or frequency of interactions indicating degree of intent.</p> <p>Moreover, collaboration across partners facilitates the exchange of diverse ideas and perspectives, and this drives innovation and better outcomes for all.</p> <h2 class="wp-block-heading">How does attention help decrease the risk and waste associated with delivery on low-quality inventory?</h2> <p>The beauty of attention measurement is that it takes into consideration multiple data points that indicate media quality and ad experience, as opposed to relying on isolated signals that provide a narrow understanding of user behavior. This gives us the ability for a more nuanced assessment of whether an ad is effectively capturing attention, and enables a more refined approach to qualifying media placements and partners for better decision-making.</p> <h2 class="wp-block-heading">How do partnerships deliver premium, attention-grabbing inventory at scale without the need for incremental contracts?</h2> <p>While having access to numerous data points is invaluable, it can also be very overwhelming for a buyer looking to thoughtfully connect with their audiences in a privacy-conscious way. Two key components to driving adoption are building trust in attention data, and simplifying complex and fragmented workflows.</p> <div> <hr> <h6>About OpenX</h6> <p>OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. 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