‘Its inevitable’: Domino’s hungers for attention and context  

Attention-based buying is turning into a legendary tale of patience and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s — the pizza chain — being one of them. 

It’s using a combination of ad tech and contextual targeting tools to determine the most attention-grabbing web pages for displaying its ads.

Each time an ad from the pizza seller appears on a web page, it assesses the level of attention it receives using Playground xyz’s technology. The placement of these ads is determined by GumGum’s contextual targeting technology, which considers various factors such as page semantics and images to understand the page’s context.

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