Attention metrics

Attention metrics measure how much genuine human attention a piece of content or advertising actually receives, going beyond whether it was technically loaded or displayed on screen.

Where an impression only confirms that an ad or post was served, attention metrics add signals such as ad viewability, whether it was actually on screen, scroll depth, dwell time, and audio-on rate, sometimes combined into a single attention score. This differs from content engagement, which requires an active interaction like a click or comment; attention metrics can register passive exposure that never produces a click.

Advertisers and publishers use attention metrics to sell and buy inventory on a basis closer to actual human notice than raw served impressions, and to diagnose why a campaign with strong reach still underperforms on outcomes. The main pitfall is that attention scoring methodologies are largely proprietary and vary by vendor, so a score from one measurement provider is not directly comparable to another's, and neither substitutes for measuring engaged time with the content itself.