IAB has introduced a new global attention measurement framework, developed with the MRC and CIMM, that brings long-needed clarity to how attention should be defined, validated, and applied across the industry. The new guidelines and marketer playbook give brands, agencies, publishers, and platforms a shared language and practical direction for using attention as a meaningful input alongside delivery and outcome metrics. IAB Canada is proud to support this work as our market moves toward more transparent, accountable, and future-ready measurement practices.