Member Only Access
Attention metrics are at a pivotal point in our industry. They are moving from the lab into the marketplace. Being at the forefront of such research, the ARF is studying 23 attention measurement providers. The goals of the study are to better understand the different tools being used, their validity, reproducibility and rightful application—whether in evaluating ad creative or the media environment. In the first phase of the project, ARF researchers produced a literature review, which itself is illuminating and adds much needed context. We now offer this review to our members. In addition, the first phase will also include a comparative analysis and profiling of all the participating measurement companies. Stay tuned for this upcoming report.