Attention should be the new table stakes when it comes to media measurement

The current impression measurement system is confused and needs challenge and disruption.

Planning for Attention

This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.

There are three clear reasons why attention measurement should become the new table stakes for media measurement.

1. The current system is complacent and needs disrupting

There is, and has been for some time now, a real tension in the system when it comes to media measurement. On the one side, you have performance specialists who will tell you that they can measure everything and on the other, planners who are using antiquated metrics like the...

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