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Ad buyers are slow to embrace attention metrics because attention isn’t part of how they evaluate performance

Digiday

You might have heard: Some publishers such as Upworthy are adopting “attention metrics” as an alternative to pageviews, but advertisers have been slow to use attention metrics in place of pageviews

But did you know: While some publishers such as The Wall Street Journal and Financial Times have been pursuing attention metrics as a better indicator of an ad’s performance, advertisers have been slow to embrace attention metrics because they evaluate performance in terms of clicks and impressions. The idea is that the longer an advertisement is in view, the more consumers will recall it, but some advertisements simply need to get a user to click or be in view for a brief period of time. Steve Carbone, chief digital and analytics officer for MediaCom North America whose parent company is GroupM, says: “GroupM doesn’t care about time on an ad; GroupM cares about whether an ad’s 100 percent in view.”

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