What does “attention” really mean in today’s fragmented media landscape—and does more attention actually drive better results? In phase three of the ARF Attention Measurement Validation Initiative, real-world campaign data reveals where attention metrics align, where they diverge and how they relate to brand lift. The findings challenge assumptions and offer a more nuanced view of how attention works across channels, platforms and outcomes.
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Last week we provided an initial report on the February 16 & 17 Summit of the Coalition for Innovative Media Measurement (CIMM). Here are more highlights from this important event.
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On April 22, Nielsen discussed the evolving ad-supported TV landscape, including how linear TV, FAST, and AVOD platforms function as a unified ecosystem with distinct audience profiles and strategic roles. Attendees gained actionable insights on leveraging sports content and emerging streaming environments to engage high-value, diverse audiences with greater precision and impact.
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On February 19, 2026, the ARF Attribution Working Group hosted a deep‑dive session focused on the rapidly evolving landscape of Shoppable Ads, exploring how new formats are emerging, how they function across platforms, and how measurement practices are adapting. The discussion delved into shoppable ads across retail media networks, social platforms, display inventory, and connected TV environments, highlighting how these formats are redefining the relationship between media exposure and commerce outcomes.
The conversation built on the Working Group’s broader initiative to evaluate five emerging advertising channels, an effort informed by industry interviews and an agency/advertiser survey. The session was moderated by Chip Godfrey (Director, Data Strategy, J.D. Power, and a member of the ARF Attribution Working Group). The panelists were Yannick Koger (Sr. Manager, NA Retail Measurement Solutions, Pinterest), Jared Oliver (Manager, Advanced Analytics & Modeling, Ocean Spray and a member of the Attribution Working Group), and Phil X. Jackson (Director, Global Digital Marketing Effectiveness & Innovation, Haleon).
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