Attention Metrics in 2026: From Novelty to Necessity — A Buyer's Perspective

WARC's research team surveys 400 media buyers on their adoption of attention-based metrics as a replacement or supplement to viewability. The data shows that 61% of buyers now include attention scores in media plans, up from 38% in 2024, with eye-tracking and scroll-depth signals gaining the most traction.

WARC's research team surveys 400 media buyers on their adoption of attention-based metrics as a replacement or supplement to viewability. The data shows that 61% of buyers now include attention scores in media plans, up from 38% in 2024, with eye-tracking and scroll-depth signals gaining the most traction.