Realeyes is proud to contribute to the IAB Attention Task Force, which is developing a series of resources to educate and align the ad industry’s adoption of attention measurement. The trade group recently released an Attention Measurement Explainer on data signal approaches.
The IAB Explainer covers:
As IAB puts it, the purpose of these explainers is to “simplify the complex world of attention measurement.”
“We applaud the IAB’s commitment to advancing Attention Measurement in advertising,” said Max Kalehoff, Chief Growth Officer, Realeyes. “Under the leadership of IAB VP Angelina Eng, the Attention Task Force is moving us closer to industry standards so Attention Measurement can thrive and scale. As the dividing line between ad stimulus and ad effect, harnessing Attention can deliver extraordinary returns on consumer experience, advertiser outcomes, and publisher monetization.”
The explainer outlines four approaches to measuring attention in digital advertising: visual/audio tracking, physiological/neurological observations, data signals, and surveys.
It focuses on data signal approaches to attention measurement, which leverage existing device signals and publisher data. While focusing on ad effectiveness, the explainer avoids endorsing specific tools but offers comprehensive guidance on implementing attention metrics in campaigns.
It underscores that attention metrics can help advertisers optimize campaigns, compare creative performance, and predict outcomes like awareness, click-through rates, and sales. Data signal measurement is scalable, privacy-friendly, and useful for real-time campaign adjustments.
Since we believe education is paramount to attention measurement adoption, this document is a welcome addition to the growing library of content that explains this burgeoning field. It's gratifying to witness the ad industry come together to establish commonality in understanding, definition and opportunity to unlock the power of Attention in making consumer experiences better and advertisers more successful. The initial focus of the Task Force been on Media Attention, and the Realeyes - Vision AI team is especially excited to expand the initiative into Creative Attention. Better outcomes happen when we break down the silos of the "media container" and "creative equity."
We’re equally excited that the IAB and MRC are joining forces to accredit attention measurement vendors.
Ad Exchanger reports that the two organizations are planning to have a draft of accreditation guidelines open for public comment at the beginning of 2025.