Attention please: Viewability, progress and the standardisation conundrum

Heather Lloyd

While attention is currently firmly in the ‘many different definitions and methodologies’ stage, this article looks at what lessons past standardisations can teach us for its future.

Attention is the new black. Or perhaps more accurately, the new viewability.

From acquisitions, to new product launches, to thought pieces like this, that is the signal coming out of the digital ad sector right now. Let’s try to put it into context – of the broader history and evolution of metrics in digital. And while attention is currently firmly in the ‘many different definitions and methodologies’ stage, what lessons can past standardisations teach us for its future?

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