Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.

Attention metrics are moving beyond consumer research into programmatic bidding strategies. But a lack of measurement standards is preventing mainstream adoption, even as AI-generated content threatens to upend engagement rates.

With the anticipated growth of Prime Day sales, retail media spending will balloon as Amazon retailers invest in marketplace ads to capture more attention during the event.

2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.

“Attention must be earned in an instant.” That’s according to our analyst Paul Verna. “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds.”

Meta is struggling after hemorrhaging money on its metaverse ambitions and as Instagram faces serious competition from TikTok. Meanwhile, TikTok recently reduced its global revenue goals for the year and could be facing some regulatory and legal hurdles ahead. And don’t even get us started on Twitter.

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.

Undertone's Mike Pallad and Laura Salant discuss the importance of measuring attention in digital ad campaigns.