Karen Nelson-Field, founder of Amplified Intelligence, announced on LinkedIn that the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) will collaborate on the Attention Task Force to develop industry measurement guidelines for accreditation.
This marks a significant step forward for the growing field of attention metrics, which has gained traction among publishers, brands, and agencies looking to engage consumers more effectively. The collaboration aims to legitimize attention metrics by introducing standardized guidelines and protocols for measurement.
The IAB has started rolling out measurement guidelines for attention, dividing them into four key categories: visual and audio tracking, physiological/neurological observations, data/proxy signals, and survey-based brand campaign studies.
The first set of guidelines, focused on data/proxy signals, has already been released, while additional guidelines related to visual/audio tracking and physiological/neurological metrics are expected by early 2025. These guidelines will offer a framework for measuring attention, helping to establish common standards in the industry.
Ron Pinelli from the MRC
The MRC is also actively accrediting attention metric providers, such as IAS and DoubleVerify, while others, like Adelaide, are seeking accreditation. The guidelines from the IAB and MRC are voluntary and not mandatory, with both organizations emphasizing the importance of a consistent taxonomy and common language across the industry. This collaborative effort aims to create standardized metrics without enforcing rigid rules, allowing for flexibility while ensuring accuracy in measuring consumer attention.
Ron Pinelli from the MRC highlighted the criteria for accrediting attention measurement systems, which include confirming the presence of a real user, viewability or audibility, and eliminating fraudulent activity.
He explained that the joint efforts between IAB and MRC are focused on consolidating and formalizing guidance for measurement techniques. This will make it easier for vendors to follow consistent standards and provide reliable attention metrics, ensuring the industry’s continued progress in measuring consumer engagement.
Despite the positive developments, some industry voices, like marketing professor Byron Sharp, have criticized the emphasis on attention metrics. He argued that over-optimizing for attention may reduce its effectiveness as a metric, citing examples like Carl’s Jr.’s controversial Super Bowl ad, which attracted attention but failed to connect with the target audience.
Attention, Sharp contends, should be used carefully to avoid ineffective ads, with Pinelli acknowledging that attention exists on a spectrum and its value lies in filtering out ads that fail to generate any meaningful engagement.
