The Financial Times introduces ‘cost per hour’ ad metric to focus on engagement

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The Financial Times has introduced a new way of measuring the effectiveness of ads on its website and mobile apps. The ‘cost per hour’ (CPH) metric, developed with analytics firm Chartbeat, measures how long an ad is viewed, rather than simply whether it is seen. The media organization began piloting CPH last year. It claims the new measurement offers greater brand impact than impressions alone. The FT now reports to clients on how long each impression has been viewed, and the total duration of exposure across a campaign. It says it’s now working with other publishers in the hope that…

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