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The proliferation of media platforms, with increases in multi-tasking, has made finding ways to get consumers to pay attention to advertising more important than ever. In response, researchers have developed new methods to assess attention and the ARF has found that they can provide more direct and more accurate measurements. However, as these metrics are constantly evolving, there are open questions regarding their validity and reliability. Further, as researchers are using the term “attention” in different ways, clarity about what is meant by attention and how it is being measured is crucial.