Attention metrics are buzzy, and more advertising players are getting in on the trend with each passing quarter. As advertisers wade through complicated attention methodologies and shiny new product pitches, doubts linger.

Key Question: How have attention metrics been integrated into digital advertising, and why aren’t advertisers using them as a currency yet?

KEY STAT: Attention adoption is high, with almost 96% of advertisers worldwide using attention metrics in at least some of their buys this year, according to a February 2023 survey from DoubleVerify.