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SRC-8474f3a90ffc1ccb · Source record

Attention Measurement: The Industry Framework for Measuring Attention

Interactive Advertising Bureau, Media Rating Council and Coalition for Innovative Media Measurement · 4 connected claims

D01 · Marketing, Brand & Revenue SystemsD03 · Intelligence, Research & Decision ProductsD06 · Creator, Expert, Education & Media WorldsD10 · Qube, Agent Products & Autonomous WorkD19 · Measurement, Experimentation & Economics

Canonical route

https://www.iab.com/guidelines/attention/

Claims connected to this source

  1. MWITA-AE-2026-001The final IAB/MRC Attention Measurement Guidelines version 1.0 describes four primary approach families: data signals, visual/audio tracking, physiological/neurological observation, and panel- or survey-based methods.Evidence A
  2. MWITA-AE-2026-002The IAB/MRC framework distinguishes viewability, an opportunity for an ad to be seen, from attention, the likelihood that it was noticed or engaged with.Evidence A
  3. MWITA-AE-2026-003The 2025 IAB/MRC framework states that attention is complementary and is not a standalone measure of ad effectiveness or business results.Evidence A
  4. MWITA-AE-2026-004The IAB/CIMM marketer playbook describes attention metrics as probabilistic and advises against treating attention as a binary outcome or universal currency.Evidence A

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