Engagement. Stickiness. Time spent.
What brands want; and The Economist is looking into ways of providing just that for online advertisers by measuring (and of course charging by) the visitors's dwell time. Or in other words the time they spend on the site.
"The Economist is rolling out new set of audience measurements for advertisers on its mobile applications and website, hoping to lure more digital ad dollars by highlighting how much time readers spend with its content.
The publication will guarantee advertisers buying space on its apps and web site that readers will spend a certain amount of time with their ads. For example, it will guarantee that an ad that appears for three weeks on its apps will receive 100 hours of reader’s attention."
More at: With New Ad Measure, The Economist Emphasizes Quality Over Quantity - CMO Today - WSJ