Longstanding ad metrics like impressions and viewability are not reliable currency; what marketers really need, according to Amplified’s Karen Nelson-Field and Carole Lydon, is an attention game plan.

Why it matters

The discrepancy between the viewability and attention metrics means impressions fail as a currency but systematic view patterns, called attention shapes, show us how people are watching and they will inform the future of attention prediction.

Takeaways

• Only real human attention from ad data collected in natural environments is robust enough for products the industry needs.
• Attention metrics give true clarity to media planners, revealing the real...