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Building a brand with impressions is a great resource, but knowing when to shift towards audience engagement provides a solid platform for your brand through engagement marketing and having your viewers taking action. Here's an article from SmartBrief on engagement marketing.

Why Adidas is focusing on engagement over impressions The increasing use of ad blockers has prompted Adidas to measure campaigns based on audience attention and engagement rather than impressions, working directly with publishers and influencers who have a dedicated following. Adidas' World Cup campaign will draw consumer attention by using influencer....