Attention metrics can be applied throughout the campaign life cycle to minimize waste and facilitate performance. Get up to speed on how attention works and what offerings are in-market.
Attention metrics get advertisers one step closer to outcomes-based measurement. Applied correctly, attention metrics can elevate strategy across the campaign life cycle, but complicated methodologies and a lack of standardization make it challenging to assess existing products.
Key Question: Who are the key players in the attention space and how can brands leverage their offerings?
Key Stat: Nearly half (47%) of buy-side decision-makers expected their organization to focus somewhat or significantly more on attention metrics in 2024, according to a November 2023 Interactive Advertising Bureau (IAB) survey.
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Table of Contents
Executive Summary
Attention metrics go beyond viewability to measure the likelihood that an ad was noticed and taken in
Attention metrics can inform campaigns before and after launch
How should advertisers prioritize attention metrics use cases?
Advertisers can work directly with attention providers and activate programmatically via ad tech vendors
What should advertisers consider before implementing attention metrics?
Vice President, Measurement, Addressability, Data Center
Interviewed August 20, 2024
Mike Follett
Lumen Research
CEO and Founder
Interviewed August 19, 2024
Marc Guldimann
Adelaide
CEO and Founder
Interviewed August 7, 2024
George Ivie
Media Rating Council (MRC)
CEO and Executive Director
Interviewed August 19, 2024
Jeremy Kanterman
Integral Ad Science (IAS)
Vice President, Research and Insights
Interviewed August 22, 2024
Joanne Leong
dentsu
Global Head of Media Partnerships
Interviewed September 20, 2024
Karen Nelson-Field
Amplified Intelligence
CEO and Founder
Interviewed September 4, 2024
Ron Pinelli
Media Rating Council (MRC)
Senior Vice President Digital Research and Standards, Associate Director
Interviewed August 19, 2024
Daniel Slotwiner
DoubleVerify
Senior Vice President, Attention
Interviewed August 19, 2024
Collette Spagnolo
DoubleVerify
Vice President, Marketing Analytics
Interviewed August 19, 2024
Jon Waite
Havas Media Network
Global Managing Director Mx Design and Activate
Interviewed August 29, 2024
Jon Watts
Coalition for Innovative Media Measurement (CIMM)
Managing Director
Interviewed August 27, 2024
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