MRC and IAB Seek Input on Attention Measurement Draft

In New York, measurement standards body the MRC and digital ad association the IAB have jointly released Attention Measurement Guidelines, on which they are inviting public comment over the next sixty days.

The new guidelines were developed by the IAB Attention Task Force, which comprises more than 200 members from across the advertising, media, and measurement industries. They aim to provide 'a structured framework for the consistent measurement and reporting of attention across media', at a time when interest in the field is booming but the variety of approaches are creating 'a bit of a Wild West situation', according to Angelina Eng, the IAB's VP of Measurement, Addressability & Data Center & Center of Excellence Operations.

Eng (pictured) says the lack of a shared standard makes it hard to compare results or build trust, and hopes the guidelines will 'lay down a clear, consistent foundation so that attention can be measured in a way that's credible, useful, and ready for where the industry is headed.' Four primary methodological approaches are identified: data signals, visual tracking, physiological and neurological observations, and panel or survey-based inputs. Ron Pinelli, the MRC's SVP Digital Research & Standards, comments: 'These guidelines represent a framework for attention measurement across various methodological approaches including data validation, empirical support for models used and transparency in the form of reporting and disclosure. They define not just what attention is, but how to measure it with quality and consistency in a way that's transparent, comparable, and built to inform future validation through independent audit and accreditation.'

Readers are encouraged to review the draft Attention Measurement Guidelines and submit comments before July 12th: www.iab.com/attention , and Eng comments: 'It only works if the industry leans in during this public comment period and helps shape something we can all stand behind.'

A final version is expected to be released before the end of this year, laying the groundwork for future MRC accreditation audits of attention measurement services.

The Council, which currently audits around 110 research products, is online at www.mediaratingcouncil.org.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.