IAB US – Attention Metrics Guide
The IAB US Attention Task Forces has released a series of helpful resources on the state of attention measurement. Brands globally have shifted their efforts towards capturing attention metrics. The throughline challenge has stemmed from a lack of clarity in generally understanding how attention is measured and evaluated. This new set of resources includes comprehensive explanations about the various methods of collecting attention metrics and provides valuable insights and checklists for advertisers, marketers and media investors.
The guide provides detailed information on:
- What’s Measured vs. What’s Not: An overview of quantified attention aspects and current measurement limitations.
- Requirements: Necessary hardware and software for implementing attention measurement solutions.
- How it Works: The processes and methodologies used to capture and analyze attention data.
- Outputs and Reporting: How attention metrics are reported and the types of insights provided.
- Strengths and Limitations: The advantages and potential drawbacks of different attention measurement approaches.
- Other Considerations: Additional factors such as privacy concerns and scalability.
- Use Cases: Practical applications of attention metrics across various stages of the advertising lifecycle.
- How to Get Started: Initial steps for adopting attention measurement solutions, including assessing current capabilities and defining goals