This guide to attention in digital marketing has been developed by experts from IAB Europe's Brand Advertising Committee as both an introduction to the topic and as a means of sparking wider industry debate around how attention measurement should develop over the next few years.
Still a nascent field, this guide provides an overview of what attention is in digital advertising and why attention measurement is gaining interest now. The guide also reports a suggested framework for measuring attention and outlines implementation best practices, as well as case studies from real-world deployments of attention measurement tools.
In short, this guide attempts to answer key questions brands are currently asking about attention measurement including:
- Why is attention important?
- What tools are available to measure attention?
- What are the use cases for these tools?
- How can I best integrate attention into my digital advertising campaigns?
A big thank you to our contributors for helping with this Guide:
- Sebastiano Cappa, Managing Director, Outbrain & Board of Directors, IAB Italy
- Rob Gedge, Global Solutions and Innovation Manager, Xaxis
- Alison Hawkins, Integrated Solutions Director, Northern Europe, DoubleVerify
- Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, FreeWheel (Comcast)
- Andy Brown, CEO, The Attention Council
- Harpreet Kallah, Senior Marketing Manager EMEA, PubMatic
- Luca Masiello, Advertiser Partnerships, Northern Europe, Microsoft
- Ekaterina Vagner, Sr. Regional Marketing Manager, EMEA, Verve Group
- Gabriele Vileikyte, Product Manager, Eskimi
- Justin Adler, Director of Product Strategy - Quality and Compliance, Mediamath
- Phil Sumner, VP Research Operations, Teads
- Boriana Velikova, Executive Director, IAB Bulgaria
- Juha Halmesvaara, Head of Strategy & Insight, Dentsu Finland, representing IAB Finland
- Duncan Southgate, Senior Director, Creative and Media Solutions - Insights Division, Kantar
- Luis Falcao, Director of Operations, IAB Portugal
- Simon Thomas, Global Director - Audiences Research and Media Investment Management, GroupM
- Silvia Gorra, VP Marketing EMEA, VidMob
- Louis Bocket, Lead, Product Marketing, Scibids
- Jacques Cazin, Senior Advisor, Viznet & Vice Chair of IAB Europe’s Brand Advertising Committee
- Kay Schneider, SVP Global Product and Business Development, ShowHeroes Group
- Elizabeth Lane, Head of Research Measurement, IAB UK
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