The Interactive Advertising Bureau (IAB) will release research today that shows how consumers are creating their own “personal prime times”— or points of high-level engagement throughout the day across devices and content areas (news, sports, weather).

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Adapted from an Interactive Advertising Bureau report; Graphic: Axios Visuals

Why it matters: The study suggests that brands should no longer expect a single, universal moment of greatest engagement from consumers throughout the day and that “traditional reach” metrics falter when they don't take consumer focus and intent into consideration.

  • For example, while majorities of both millennials and baby boomers check social media regularly, the research shows that millennials use social media to “pass the time” and "be entertained" on mobile, while boomers use it to "connect with others" on desktop.
“In the age of ‘big data’ it makes no sense for advertisers to place their focus solely on big numbers, when they can take advantage of insights that can help them pinpoint the right customer, the right way, at the right time."
— Anna Bager, Executive Vice President, Industry Initiatives, IAB

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Biden releases 2019 tax returns ahead of debate

Photo: Alex Wong/Getty Images

Joe Biden's campaign released his 2019 tax returns on Tuesday, showing that he and his wife, Jill, paid nearly $300,000 in federal taxes last year.

Why it matters: The release, timed just hours before the first presidential debate, comes days after a bombshell New York Times report said that President Trump paid only $750 in federal taxes in 2016 and 2017. Biden's team is hoping to make the tax contrast a sticking point during their showdown.

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Illustration: Sarah Grillo/Axios

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  3. Health: Americans won't take Trump's word on the vaccine, Axios-Ipsos poll finds.
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  5. Sports: Tennessee Titans close facility amid NFL's first coronavirus outbreak.
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NYC's coronavirus positivity rate spikes to highest since June

New York Mayor Bill de Blasio. Photo: Noam Galai/Getty Images

New York City's coronavirus positivity rate has ticked up to 3.25%, its highest since June, Mayor Bill de Blasio said at a news conference on Tuesday.

Why it matters: The jump — from 1.93% on Monday — came on the first day that public elementary classrooms reopened in the city after months of closures, but guidelines state that all public schools will have to shut if the citywide seven-day positivity rate stays above 3%.