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Attention Metrics Ecosystem 2024
Adoption Picks Up Steam Despite Lack of Standardization as Attention Providers Expand Offerings
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?
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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.
authors
Evelyn Mitchell-Wolf
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