Publishers have long struggled to prove the efficacy of their digital ad products to brand partners, but in the last year, media companies including Condé Nast and Insider have begun experimenting with attention-based ad metrics to more clearly quantify their value, ultimately looking to drive more ad revenue.
Using attention-based metrics—devised often by a mix of eye-tracking software, machine learning and feedback from focus groups—to determine the value of specific ad products can help publishers better tie brand marketing campaigns to outcomes, a measurement capability that could lead to larger direct deals and higher yields in programmatic auctions.
