Updated Guide to Attention in Digital Advertising

Originally published in May 2023 and now refreshed with the latest insights, our Guide to Attention, developed by our Programmatic Working Group, explores one of the industry’s most interesting topics: attention.

The guide is designed to clarify what attention really means in digital advertising and to spark discussion on how attention measurement should evolve to drive better outcomes for advertisers, agencies, and publishers.

Inside the guide, you’ll find:

• What attention is and how it’s defined in digital advertising 
• The role of attention in creative and media strategy
• Why attention matters 
• How attention is being measured and applied in practice
• The opportunities and challenges shaping attention today
• The path toward attention standards for the industry

Download your copy of the Guide below:

Thank you to the Programmatic Working Group, along with DoubleVerify, FreeWheel and WPP Media for their expert input into the guide.