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IAB Europe releases guide to attention measurement

IAB Europe, the European-level association for digital marketing and advertising, has released a guide aimed at providing an overview of attention measurement.

‘IAB Europe’s Guide to Attention in Digital Marketing’ looks at what attention is in digital advertising, and why attention measurement is gaining interest. It presents a suggested framework for measuring attention, outlines implementation best practices, and features case studies from real-world applications of attention measurement tools.

“In a world where consumer attention is increasingly difficult to secure, this guide provides a valuable introduction to the topic of attention measurement in digital advertising,” said Helen Mussard, CMO of IAB Europe. “It answers key questions brands are currently asking about attention measurement, including why it’s important, what tools are available to measure attention, what are the use cases for these tools, and how can brands best integrate attention into their digital advertising campaigns.”

The guide has been developed by experts from IAB Europe’s Brand Advertising Committee, which includes representatives from DoubleVerify, Microsoft, GroupM, Kantar, FreeWheel, Scibids, ShowHeroes, Teads, Eskimi, PubMatic, Verve Group, Xaxis, Viznet, and Vidmob.

IAB Europe also worked with The Attention Council to ‘ensure cross-industry collaboration and harmonisation’.

*IAB Europe is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA