FAQ ON ATTENTION METRICS: HOW ADVERTISERS CAN TURN ATTENTION INTO PERFORMANCE

30. 1. 2026 | 6 min read Attention metrics represent a shift in how advertisers evaluate campaign performance. While viewability metrics confirm that an ad had the opportunity to be seen, attention metrics measure whether consumers actually noticed and absorbed the message. The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) released standardized Attention Measurement Guidelines in November 2025, providing advertisers with a framework to evaluate and compare attention measurement offerings across vendors for the first time.