Cost-per-impression ad pricing is so yesterday. A New York City-based ad tech shop is today launching a limited beta of what it describes as the first-ever cost-per-second (CPS) platform for ads.

Sled Mobile’s Parsec platform is based on the idea that the key thing display advertisers want is user attention. Time spent with the ad, CEO and founder Marc Guldimann told me, is “a proxy for attention.”

While direct response advertisers have performance standards like making a sale or getting a form filled in, he noted that the key performance indicator for brand advertising is attention.

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