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One of the most important aspects of multimedia research is mining data about user behavior. In a world with one or fewer clicks per piece of content, one needs a lot of users to get a meaningful signal. A monetization ecosystem now directs multimedia research and is changing how we think about people, interaction, media engagement, and data instrumentation. Single clicks, touches, and gestures are now powerful, often complex interactions that are part of our everyday vernacular. Currently, touchless interactions and zero-click interfaces bring us content, push notifications, and recommend playlists. Beyond this, the absence of interaction, the minus one click, is taking the forefront.