The Attention Economy Grows Up: How Attention Metrics Are Finally Entering the Mainstream Media Plan

This analysis examines how attention-based metrics from vendors like Adelaide, Lumen Research, and DoubleVerify are moving from experimental budget line items into core KPIs for major media buyers. The piece explores how agencies are beginning to standardize attention scoring alongside viewability and brand safety signals. It also addresses the tension between attention as a proxy for outcomes versus direct conversion measurement.

This analysis examines how attention-based metrics from vendors like Adelaide, Lumen Research, and DoubleVerify are moving from experimental budget line items into core KPIs for major media buyers. The piece explores how agencies are beginning to standardize attention scoring alongside viewability and brand safety signals. It also addresses the tension between attention as a proxy for outcomes versus direct conversion measurement.