The Attention Economy Grows Up: How Measurement Vendors Are Moving Beyond Viewability

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.