As attention becomes more deeply linked to effectiveness, it’s becoming the subject of increasing focus despite a lack of standardization; however, it’s difficult terrain to navigate.

Why it matters

With more than half of advertising professionals expecting to invest in attention metrics this year, according to a 2022 survey from Realeyes, it’s increasingly important for brands to develop fluency in this type of measurement.

Takeaways

• Even as various standardization efforts move forward, brands can begin to develop their attention metrics capabilities by looking at the specialty through different dimensions.
• One dimension is to examine elements such as how media and...