This IAB explainer outlines how attention in digital advertising is measured using data signals from devices, ad formats, and user interactions. It details methods like JavaScript tags, OM SDKs, and server-to-server APIs to track ad exposure and engagement. Metrics include viewability, clicks, scrolls, and time spent, used to build attention scores. The guide highlights benefits like scalability, real-time optimization, and privacy compliance, while noting limitations such as lack of emotional insight. It supports advertisers in campaign planning, benchmarking, and performance improvement across digital channels.

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