Some publishers are partnering to sell ads based on time, tackling the bigger problem of ad viewability

To take on the issue of ad viewability, some publishers are partnering to sell ads based on time, rather than click-through rates: Advertisers are only charged if the ad catches the reader’s attention. However, measuring attention comes with its own challenges. These 20 publishers, which include the Financial Times and Dow Jones, regularly participate in calls to talk about what they’re finding in the area and learn from each other.