Chrome – good news for advertisers?

Tabbed browsing is a real issue, as advertisers couldn’t give a fig about time displayed in a hidden tab. Instead, they now look at a new generation of metrics that show dwell time – that is, the period during which the consumer is actually engrossed with the advert. Chrome’s popularity may well influence consumers to toggle more, but will also force marketers to place stronger emphasis on dwell time. This will become the holy grail of brand measurement, even more relevant than ad exposure or click through rates.