The IAB's Attention Measurement Guidelines were crafted to unify various approaches to measuring attention in advertising, addressing the lack of a standard definition and methodology in the industry. Launched after a year of collaboration by the IAB/MRC Attention Task Force, these guidelines aim to clarify how attention is defined, captured, and evaluated. By opening the draft for public comment, the IAB invites feedback from all sectors within the industry to ensure these guidelines meet real-world needs, promoting transparency and innovation in measurement practices.
Attention is a promising metric in advertising, but its meaning, value and measurement remain widely debated.
The IAB's Attention Measurement Guidelines were developed to establish a common language and baseline expectations.
The guidelines establish a foundation and validation framework for more consistent and transparent attention measurement - with flexibility to allow innovation.
The draft is now open for public comment through July 12, 2025, providing an opportunity for the industry to weigh in.
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