How Attention Metrics Can Avoid Getting Gamed by Bad Actors

Condé Nast and MediaHub outline how attention metrics can lead to better, cleaner, fewer ads 

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Attention metrics—using tactics like eye tracking to measure how long people spend looking at ads—hold a number of promises, including making advertising more performant and less annoying, if adopted by the industry in the right ways.

The danger, however, is that they become another arbitrary metric gamed by unscrupulous ad-tech players.

“The potential is better for everybody,” said Ed McElvain, executive vice president at MediaHub Worldwide, on stage at Adweek’s NexTech event last week. “Better outcomes for advertisers, publishers can charge for quality, consumers can have fewer, better, more relevant ads.”



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