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YuMe and IPG Media Lab Explore a New Measurement Frontier: Attentiveness & Receptivity

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Media planners and buyers have long relied on reach and frequency as standard metrics for advertising. That may soon change. Today, at the IAB MIXX Conference in New York City, YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, and IPG Media Lab, the innovation arm of IPG Mediabrands, unveil their latest joint research, addressing a new concept in audience measurement: attentiveness and receptivity.