What are attention metrics in advertising?
Attention metrics estimate how much a person actually noticed an ad, beyond whether it was technically viewable. They combine signals such as time in view, how much of the screen the ad filled, scrolling, audio status and sometimes eye-tracking panel data into a score. Advertisers use them to compare placements and formats on likely impact rather than raw impressions.
Viewability only says an ad could be seen. Attention metrics try to predict whether it was. Providers model attention from device signals and calibrate with panels that track eye movement. Low-attention inventory is common on cluttered made-for-advertising sites pages.
The MRC and IAB have worked on attention measurement guidelines, as methods differ widely between vendors. Treat attention as a directional optimization signal and validate it against incrementality and outcomes.