The Attention Economy Grows Up: How Measurement Vendors Are Moving Beyond Viewability
Last updated Apr 21, 2026 by the ATDb Editorial Team
A deep-dive analysis of how attention measurement is maturing as an AdTech discipline, with vendors like Adelaide, Lumen Research, and DoubleVerify moving beyond simple viewability metrics toward eye-tracking proxies and engagement scoring. The piece examines buy-side adoption rates and whether attention metrics are ready to become a primary currency in media planning.
A deep-dive analysis of how attention measurement is maturing as an AdTech discipline, with vendors like Adelaide, Lumen Research, and DoubleVerify moving beyond simple viewability metrics toward eye-tracking proxies and engagement scoring. The piece examines buy-side adoption rates and whether attention metrics are ready to become a primary currency in media planning.