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The DCN research, based on surveys among 25 members and in-depth interviews with nine members, found that all of the surveyed publishers are already using time-based metrics or have plans to do so — and a full 80 percent say they’re interested in transacting on the basis of time.

The report outlines

• Current publisher attitudes towards and expectations for the future of time-based metrics based on a survey of 25 publishers and qualitative interviews with senior executives from CNBC Digital, Condé Nast, ESPN, Financial Times, Forbes Media, Gannett Co., Inc., The New York Times, The Wall Street Journal and Univision Communications, Inc.;
• Best practices on how publishers can begin to integrate time-based measurements into their own operations and in conversations with agencies and marketers;
• Perspectives from industry executives at organizations like the 4A’s, Medialink and Simulmedia;
• DCN’s position statements in support of time-based metrics.

To view the research PDF, click here.

To view the Press Release with a longer summary, click here.