The new metrics of Attention Economics and the future of Privacy and Martech

1. Marcelo Coutinho marcelo.coutinho@fgv.br

2. The Economics of Marketing:
maximize the ROI of the
buying and selling of attention

3. The good old days...

6. The good old metrics...

8. https://youtu.be/Lx2DFDZiA-k

9. Every day, we create 2.5 quintillion bytes of data — so
much that 90% of the data in the world today has been
created in the last two years alone. This data comes
from everywhere: sensors used to gather climate
information, posts to social media sites, digital pictures
and videos, purchase transaction records, and cell
phone GPS signals to name a few.

11. “In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is that information
consumes. What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information creates a
poverty of attention”.
Herbert Simon, 1971
Information Explosion = Scarcity of Attention

12. A new economy of attention requires
another set of tools and metrics

16. Content Tags

18. https://myactivity.google.com/

21. https://www.youtube.com/watch?v=JAO_3EvD3DY

22. Content
Sharing
Context
Personal

29. Privacy will become part of ESG practices
Privacy Exchanges will be a kind of “stock market” where we can
“trade” levels of personal data in exchange for goods, services or
access (to games, content, etc)

31. Marcelo Coutinho marcelo.coutinho@fgv.br