The Attention Measurement Playbook for Marketers, developed jointly by CIMM and IAB, is a practical guide designed to help marketers operationalize attention metrics across digital campaigns. It offers actionable frameworks, implementation guidance, and insights drawn from more than 40 industry interviews.
The Playbook explains how attention measurement has evolved beyond duration or viewability to become a dynamic lens for evaluating ad impact and resonance, complementing—not replacing—existing metrics. The Playbook emphasizes aligning attention metrics with business objectives, recognizing their probabilistic nature, and avoiding the temptation to treat attention as a currency or binary outcome.
Key topics include:
- Practical frameworks for implementing attention across media, creative, and campaign processes
- Guidance on aligning metrics with business goals and KPIs
- Use cases for inventory assessment, campaign optimization, creative testing, and MMM integration
- Validation methods, testing frameworks, and adoption steps
- Common pitfalls and organizational considerations for scalable implementation
