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.