Attention has become one of the most sought-after and misunderstood signals in modern advertising. As brands lean harder into understanding not just whether an ad was viewable, but how deeply it resonated, the industry has been in need of shared definitions, shared guidance, and shared accountability. 

This month, IAB, in collaboration with the Media Rating Council (MRC) and the Coalition for Innovative Media Measurement (CIMM), delivered exactly that: a comprehensive, cross-industry framework that brings clarity and structure to how attention should be measured, validated, and applied across platforms and channels. 

The release includes two cornerstone resources: 

1. IAB & MRC Attention Measurement Guidelines 

These guidelines establish the first standardized framework for measuring attention across digital and cross-media environments. Developed with input from more than 200 leaders—representing brands, agencies, publishers, researchers, and measurement companies—the guidelines formalize: 

• Core definitions and scope of attention
• Methodological rules for data signals, visual tracking, neurological/physiological methods, and panel-based approaches 
• Transparency and disclosure expectations
• Validation and audit requirements for MRC accreditation 

The guidelines introduce clarity across three foundational dimensions—content, placement, and creative—and provide consistent terminology and metrics that the industry can now align around. 

While attention is not a replacement for outcome measurement, it is now formally recognized as a critical layer of understanding exposure quality and engagement depth. This framework anchors that value in a validated, auditable structure. 

2. CIMM & IAB Attention Measurement Playbook for Marketers 

The companion playbook turns the guidelines into practical application. Built from more than 40 industry interviews, it helps marketers operationalize attention: 

• How to incorporate attention into planning, creative development, optimization, and reporting 
• Practical use cases for inventory assessment, MMM integration, and creative testing 
• Validation models, testing frameworks, and organizational readiness checklists 
• Guidance on avoiding common pitfalls—especially treating attention as a currency or standalone KPI 

The Playbook reframes attention not as the answer, but as an essential input that, when paired with delivery and outcome metrics, gives marketers a fuller, more predictive view of ad performance. 

This cross-industry effort modernizes the way we think about human engagement. It also represents a significant leap toward global interoperability—something increasingly important as AI systems, new buying models, and evolving creative formats change how audiences encounter media. 

For publishers and platforms, this provides much-needed clarity on what buyers will expect. For marketers, it introduces a practical methodology for using attention meaningfully. For measurement firms, it establishes a clear accreditation pathway via the MRC. 

Sonia Carreno, President of IAB Canada, praised the work and underscored its significance: “This framework marks a turning point for the global digital advertising industry. At a time when marketers are asking harder questions about media quality, and as AI reshapes the way signals are generated and interpreted, we finally have a shared foundation for how attention should be measured responsibly. IAB’s leadership—working hand-in-hand with MRC and CIMM—shows what this industry can accomplish when we collaborate. IAB Canada is proud to support this work and excited to help our market adopt attention metrics that drive transparency, accountability, and real business value.” 

Alongside the Guidelines and Playbook, IAB has also released: 

• Attention Measurement Explainer (data-signal approaches) 
• Agency & Advertiser Checklist 
• Publisher Checklist
• Attention Measurement RFI Questions (evaluation tool) 

These resources provide structure for evaluating methodologies, preparing internal teams, and making informed decisions about attention vendors and frameworks. 

As Canadian marketers, publishers, and platforms lean further into outcome-driven planning, privacy-centric measurement, and AI-enhanced optimization, this attention framework arrives at the perfect moment. It gives the industry: 

• A common language 
• A shared set of expectations
• A credible, auditable standard
• A path toward interoperable, future-proof attention practices 

IAB Canada will continue working closely with members to bring these standards into practice and ensure the Canadian market is aligned with global leadership on measurement, accountability, and innovation.