18 May 2023 Brussels, Belgium - Advertising is nothing without an attentive audience. However, with consumers exposed to thousands of ads daily, securing this attention is becoming increasingly difficult. To address this challenge, today IAB Europe, the European-level association for the digital marketing and advertising ecosystem released a new guide to attention in digital marketing. The guide aims to provide an introduction to the topic and spark wider industry debate around how attention measurement should develop over the next few years.

Digital marketers face a perfect storm of challenges that threaten to disrupt existing advertising metrics, including audience fragmentation, the explosion of new creative models, and the deprecation of third-party tracking cookies. Concurrently, the advertising industry is coming under pressure to adapt to more sustainable practices to help reduce greenhouse gas emissions. As a result, many advertisers are looking for new measurement approaches to ensure better business outcomes and to reduce waste, which are bringing attention measurement tools and methodologies to market.

This guide to attention in digital marketing provides an overview of what attention is in digital advertising and why attention measurement is gaining interest now. "In a world where consumer attention is increasingly difficult to secure, this guide provides a valuable introduction to the topic of attention measurement in digital advertising," said Helen Mussard, CMO of IAB Europe. "It answers key questions brands are currently asking about attention measurement, including why it's important, what tools are available to measure attention, what are the use cases for these tools, and how can brands best integrate attention into their digital advertising campaigns."

The guide was written by 19 industry stakeholders from IAB Europe’s Brand Advertising committee including DoubleVerify, Microsoft, GroupM, Kantar, FreeWheel, Scibids, ShowHeros, Teads, Eskimi, PubMatic, Verve Group, Xaxis, Viznet and Vidmob. IAB Europe also worked with The Attention Council to ensure cross industry collaboration and harmonisation.

Commenting on contributing to the guide, Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, FreeWheel said ‘’According to our 2022 Marketers survey, Advanced TV Uncovered, one of the biggest challenges in our media industry remains measurement, often cited as one of the main inhibitors of ad spend. In such a difficult economic environment, where budgets are coming under a lot of scrutiny, reaching consumers is no longer enough. Increasingly marketers need to understand how well their campaign performed and if viewers have actually paid attention to the ads, which is where attention measurement comes in. Attention measurement has come to the forefront of industry interest as an alternative solution, due to the inability of online measurements to provide effective reports on ad exposure and the actual real impact on consumers. But attention measurement is still very new and often mis-understood. This IAB Europe Guide is an invaluable resource for anyone to explore what “attention” really means and how it can be a powerful tool in our measurement arsenal’’.

Rob Gedge, Global Solutions and Innovation Manager at Xaxis added “GroupM's focus of delivering 'fewer, more effective ads' is key to our work here at Xaxis. By measuring and optimising towards higher attention environments we can look beyond standard digital KPIs and deliver brand uplift that is more in line with clients’ business outcomes”.   

The guide to attention in digital marketing is now available on the IAB Europe website for free download here.

Commenting on why brands should take notice of Attention and the new guide, Justin Adler, Director of Product Strategy - Quality and Compliance, MediaMath said "Attention is one of the most asked-about metrics by our clients, this guide by IAB Europe is a great starting point for any brands looking for next-generation metrics that correlate to the outcomes they care about most."



IAB Europe has been working with IAB Canada and IAB Techlab to build the Transparency and Consent Framework (TCF) for the Canadian ecosystem. The TCF is designed to unify data privacy laws across Europe, and is the only consent solution built for the industry by the industry. The newly launched TCF Canada will act as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market. Please refer to the below press release from IAB Canada for more information:

November 28, 2022, Toronto, Ontario Canada: IAB Canada, the national trade association and thought leader for the Canadian interactive marketing and advertising industry, in partnership with IAB Tech Lab and IAB Europe, today announced the launch of the Transparency and Consent Framework (TCF) for Canada. 

TCF Canada acts as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market.  

“As the industry moves towards privacy-first solutions to addressing audiences online, the launch of TCF Canada represents a major milestone for ad tech. Standardized definitions and reliable frameworks based on signals, help drive solid industry codes of conduct,” said Sonia Carreno, President, IAB Canada, “global collaboration with our members and peers over the past two years has resulted in a pressure-tested, scalable framework that meets the needs of the ecosystem today with an eye towards the future-state of advertising in a privacy-first world.” 

The TCF provides technical specifications and policy documents to help players in the digital marketing and advertising ecosystem clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to object and manage their consent preferences. It is a framework for publishers, technology vendors, agencies and advertisers to clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to withdraw their consent. 

TCF Canada is another critical piece in industry’s effort to increase consumer transparency and choice, management by digital properties of consent and compliance, and industry collaboration that centres on standardization. 

“Two years ago, IAB Tech Lab committed to delivering a platform for vendors and Consent Management Platforms (CMPs) to access cross-jurisdictional compliance signals in a standardized way. We delivered on that promise with the launch of the Global Privacy Platform (GPP) last month.” said Anthony Katsur, CEO IAB Tech Lab, “IAB Canada’s TCF string presents the first of many signals that will address the patchwork of privacy obligations across international markets.”  

Register today for TCF Canada 

All vendors and CMPs can now register to participate in TCF Canada at the updated registration site here. Registration for TCF Canada includes the opportunity to register for both TCF Canada and TCF V 2.0 (for GDPR compliance) Existing participants in IABs TCF V 2.0 (for GDPR compliance) can update their details to include TCF Canada registration. 

The registration process for vendors requires adherence to the TCF Policy and Terms & Conditions. 

Publishers can use the Global Vendor List (GVL) to view the vendors who are participating in the TCF Canada, and to determine which vendors to include in the transparency and consent user interface they make available on their website.

Appropriate time will be given for the Canadian market to adopt the framework providing publisher websites and Consent Management Platforms (CMPs) with an appropriate timeframe in which to adopt TCF Canada. While also providing the vendors they work with sufficient time to develop and implement the code needed to adhere to the protocol of TCF Canada. In Q1 of 2023 the compliance program will be put into operation and CMPs will be required to undergo and pass a CMP validation to ensure they are operating under the policies of the framework. Those who do not comply will be removed from the program. 

To find out more about TCF Canada or to register please visit our website and if you have any questions please reach out to tcfcanada@iabcanada.com





IAB Europe has partnered with B2B Marketing Expo, taking place on 22-23rd November 2022 at London’s ExCeL. The event connects the most proactive marketing professionals with the tools, techniques, and innovations they need to be at the forefront of the ever-evolving world of marketing.  

Exhibiting at B2B Marketing Expo

As part of our official partnership with B2B, IAB Europe members receive an exclusive exhibitor discount of £50 per sqm discount when booking! Not only that but if you book before the 31st of May you’ll be getting a discount on the Early Bird prices, so don't miss your chance to get the best price possible! 

To activate this offer, please contact Christopher Martin, Director of Partnerships on Christoper.Martin@Roarb2B.com 
DD: 020 8126 4669

Why book early?

This year, the exhibition promises to be the most forward-thinking to date; housing 200 industry-leading suppliers and 200 educational seminars from some of the world’s top experts and innovative thinkers.  

Join one of the most collaborative and inventive communities when they come together face-to-face under one roof at ExCeL London on the 22-23 November 2022.

Supporting our members 
As part of the B2B Marketing Expo’s comprehensive seminar programme, the IAB will be presenting a session to an audience of highly engaged marketers.  
Thousands of professionals will come together at the ExCeL to research the market, learn about new innovations, and discover the latest strategies and trends to progress and develop their marketing in a unique educational programme, consisting of expert-led seminars and panel debates, live demos of the latest technology, as well as industry leading companies equipped with the industry’s finest solution led products and services.

Find out more about B2B Marketing Expo here or contact the IAB team for further information. Please note all stand bookings must go via the event organiser, ROAR B2B.

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