Consumers now have more media choices than ever which fragments their attention across many platforms. Marketers must understand how consumers allocate their time and attention in order to effectively reach them. New data and analytics can help marketers identify the most relevant media channels and content to maximize the impact of their campaigns in this new fragmented media landscape.

1. Winning the Battle for Consumer Attention in a Fragmented Media World By Gian Fulgoni & Frank Findley