Attention metrics influence programmatic decisions but standardization remains elusive

IAB Europe's fourth panel session on July 3, 2025, revealed that attention metrics are increasingly influencing programmatic advertising decisions, with panelists observing expanded testing and implementation across the industry. According to Chloe Nicholls, Head of Ad Tech at IAB UK, who moderated the session titled "Pay Attention: How is Attention Measured and When is it Relevant?", the topic has sparked significant discussion recently.

The discussion featured three industry leaders sharing their perspectives on attention measurement's current state. Lucy Wallace, Head of Programmatic at Publicis Next, noted that attention has become "easier than ever to test" in the recent six-month period. Her observations align with broader industry trends as agencies explore beyond traditional metrics. "I think I've seen more real time testing of attention in the last kind of six months to a year just because of the ease," Wallace explained during the panel.

Summary

Who: IAB Europe hosted the panel featuring Chloe Nicholls (Head of Ad Tech, IAB UK) as moderator, with speakers Anya Libova (Senior Director of Publisher Sales, DoubleVerify), Lucy Wallace (Head of Programmatic, Publicis Next), and Lauren Dick (Managing Director of Media and Commerce, Mail Metro Media).

What: A panel discussion examining how attention metrics influence programmatic advertising decisions, exploring measurement challenges, standardization issues, and practical implementation approaches for attention-based optimization.

When: The discussion took place on July 3, 2025, during IAB Europe's Virtual Programmatic Day event, as part of the fourth and final panel session.

Where: The panel was part of IAB Europe's Virtual Programmatic Day, held as a hybrid event with in-person attendance at a riverside venue in London hosted by Rakuten Advertising, while streaming virtually to hundreds of attendees.

Why: The panel addressed growing industry interest in attention measurement as traditional metrics like viewability prove insufficient for understanding consumer engagement, particularly as advertisers seek quality assurance in expanding programmatic advertising channels.

Anya Libova, Senior Director of Publisher Sales at DoubleVerify, emphasized that attention measurement has progressed beyond theoretical discussion. "We have seen enough data to very firmly say that improved attention does bring outcomes across the full funnel and we are in the outcomes era and everyone is talking about it," she stated. The findings support what many measurement providers have documented through extensive campaign analysis.

Lauren Dick, Managing Director of Media and Commerce at Mail Metro Media, provided a publisher perspective on attention's commercial implications. While acknowledging the increased focus on attention testing, she cautioned that "the rhetoric tends to be quite far ahead of actual buying." Her comments reflect the gap between industry discussion and budget allocation that many observers have noted.

The panel addressed several technical challenges facing attention measurement adoption. According to Libova, standardization remains problematic because "attention and definition of it really depends on who is talking and what their experience of testing what platform has been in the past." This lack of consistency prevents attention from becoming a universal currency for media transactions, similar to how conventional monetary units function.

Wallace highlighted another significant issue with current attention measurement approaches. She argued that the industry has been "too reliant on signals" rather than evaluating creative message impact. "The time spent with an ad, if you see multiple bursts of shorter time interaction, that's 21% more effective than if you had that whole same period of time in one burst," she explained, referencing research from Meta and Playground XYZ.

The technical implementation of attention metrics varies considerably across platforms and vendors. Dick noted that publishers can utilize attention data in two primary ways: sales differentiation and real-time campaign optimization. For news publishers specifically, she mentioned that "attention is over 10% higher in news inventory," which has helped these publishers recover from historical buyer avoidance.

Current measurement methodologies combine multiple data sources to create attention scores. According to Libova, "One that I work with is sort of 50 plus" different metrics, making holistic optimization challenging. This complexity raises questions about which specific components advertisers should prioritize when implementing attention-based strategies.

The conversation also addressed attribution challenges that complicate attention measurement effectiveness. Dick emphasized that "there is no standards for attribution and everybody has a different view of it." She suggested that improved attribution frameworks will be necessary for attention metrics to demonstrate clear business value.

The panelists discussed whether campaigns should universally optimize for attention. Wallace maintained that "client growth" should remain the primary objective, with attention serving as one optimization lever among many. "We should avoid kind of funneling straight into attention is the only thing that we should be aiming for," she cautioned.

The discussion revealed different attention requirements across campaign types. Wallace suggested that "performance campaigns will be more focused on that end goal CPA" while brand campaigns might justify higher attention placement costs. This distinction influences how agencies structure their attention-based buying strategies.

Social media platforms present particular challenges for attention measurement standardization. According to Libova, these platforms "restrict" impression-level measurement, though "there are a couple that do" allow such analysis. She indicated that advertiser pressure will likely drive platform cooperation: "the marketers are the ones that dictate the rules of the game."

The panel explored predictions for attention measurement's future development. Libova anticipated that "there will be IAB gold standard for attention or multiple definitions" within the coming years. She expects this standardization will eliminate companies that "become attention companies from never being them before" without proper measurement foundations.

Wallace emphasized the need for improved creative evaluation within attention frameworks. She expressed hope for "a better understanding within media agencies and with our relationships with clients around the impact of the creative message itself." This perspective suggests attention measurement will increasingly evaluate creative effectiveness rather than solely placement quality.

Dick predicted that attention will evolve into "a defining characteristic of the platform and the environment and the content." She expects attention metrics will become standard requirements while clients develop more sophisticated messaging strategies to earn rather than purchase attention.

The measurement technology landscape continues expanding as major providers introduce attention capabilities. According to industry context from PPC Land, DoubleVerify recently introduced social media attention measurement through a partnership with Snapchat, while Nielsen integrated attention tracking through collaboration with Realeyes. These developments demonstrate the sector's coordinated movement toward attention-based measurement methodologies.

Recent research has challenged conventional attention wisdom. A Kantar study analyzing 873 campaigns and $3.2 billion in media spend found that overall channel attention levels do not directly correlate with brand contributions or cost-effectiveness. This research, reported by PPC Land, suggests some advertisers may be overinvesting in high-attention placements.

Practical implementation examples show promising results. EssenceMediacom France achieved 7% cost efficiency improvements using attention-based bidding in Google's Display & Video 360 platform. The campaign demonstrated that attention optimization can improve traditional media metrics while enhancing engagement quality.

The measurement infrastructure supporting attention metrics continues expanding. Comscore recently integrated Adelaide's attention metrics into their certified deal IDs through PubMatic's platform, enabling buyers to access inventory meeting both quality rankings and attention optimization criteria.

Technical providers are making attention measurement more accessible. Integral Ad Science expanded Quality Attention measurement to include optimization capabilities, demonstrating up to 130% conversion rate improvements when comparing high versus low attention impressions. The technology combines media quality assessment with eye tracking and machine learning for comprehensive analysis.

The panel discussion concluded with questions about viewability's future role. Dick suggested that "buying on viewability alone" represents missing opportunities, though viewability remains important within broader measurement frameworks. Wallace agreed that viewability should not be the sole optimization target, advocating for more complex strategies incorporating multiple metrics.

The attention measurement discussion reflects broader programmatic advertising growth. According to industry data, programmatic advertising continues expanding with 72% of marketers planning increased investment in 2025, representing substantial growth from 62% in 2024. This expansion provides additional context for attention measurement's rising importance as advertisers seek quality assurance in automated buying channels.

The panelists' observations suggest attention measurement has moved from experimental phase toward practical implementation. However, standardization challenges and attribution complexities remain significant barriers to universal adoption. The industry appears positioned for continued growth in attention-based optimization while working toward more unified measurement approaches.

Timeline

• March 2021 - Snapchat and Lumen Research begin collaboration to refine attention measurement using eye-tracking technology
• January 2024 - IAS launches Quality Attention measurement with Lumen Research partnership
• March 2024 - Snapchat and Lumen launch global attention measurement tool for rich media ads
• July 2024 - Kantar study challenges conventional attention wisdom in advertising effectiveness
• July 2024 - IAS expands Quality Attention to mobile in-app environments
• July 2024 - EssenceMediacom France completes attention-based bidding campaign achieving 7% cost efficiency improvements
• December 2024 - Nielsen integrates attention metrics into campaign effectiveness measurement
• December 2024 - IAS launches attention optimization tool with 130% conversion lift capabilities
• June 2025 - Comscore expands certified deals with Adelaide attention metrics through PubMatic partnership
• June 2025 - DoubleVerify debuts social attention measurement with Snap partnership
• July 3, 2025 - IAB Europe hosts Virtual Programmatic Day panel discussion on attention measurement relevance