In 2005, The Advertising Research Foundation (ARF), through their MI4 Initiative, decided to embark on the Quixotic quest of defining engagement. The impetus was finding a more appropriate and applicable metric that could stretch across the rapidly expanding number of channels that were exploding through digital delivery. So, the good folks at ARF assembled a bunch of agency people, various publishers and yes, even a few search marketers, to try to thrash out a definition for a standard metric that could apply equally to video, print, digital display, audio and text. I watched the proceedings from the sideline with skepticism.

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