A Cross-Industry Framework for Measuring Attention
The Interactive Advertising Bureau (IAB), in collaboration with the Media Rating Council (MRC), and the Coalition for Innovative Media Measurement (CIMM), has developed a comprehensive set of guidelines and resources to bring clarity, consistency, and accountability to attention measurement across media and platforms.
This collective work represents an industry-wide effort to define how attention should be measured, validated, and applied responsibly—providing a common foundation that connects exposure, engagement, and outcomes.
IAB and MRC Attention Measurement Guidelines
The IAB and MRC Attention Measurement Guidelines establish a standardized framework for the consistent and comparable measurement of attention across digital and cross-media environments.
Developed with input from more than 200 experts across brands, agencies, publishers, and measurement companies, the Guidelines define the core principles, data requirements, and methodological considerations for four primary approaches to attention measurement:
- Data Signal–Based Measurement
- Visual and Audio Tracking
- Physiological and Neurological Observation
- Panel- or Survey-Based Methods
The Guidelines serve as the basis for MRC accreditation audits of attention measurement services and provide a reference point for the entire ecosystem to align on how attention is measured and reported.
What the Guidelines Cover:
- Core definitions, concepts, and measurement scope for attention
- Methodological principles for data collection and analysis
- Transparency and disclosure expectations for providers
- Validation and auditing requirements for accreditation
The final version reflects industry feedback received during the public comment period. Organizations interested in pursuing MRC accreditation for attention measurement services should contact the MRC directly.
CIMM and IAB Attention Measurement Playbook for Marketers
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
Frequently Asked Questions (FAQ)
What are the IAB and MRC Attention Measurement Guidelines?
They provide a standardized framework for the consistent measurement and reporting of attention across different media environments. The Guidelines define terminology, methodologies, and disclosure requirements to promote transparency, comparability, and accountability in attention measurement.
Who developed the Guidelines?
The Guidelines were developed by IAB and the Media Rating Council (MRC), in collaboration with a cross-industry task force of brands, agencies, publishers, researchers, and technology providers.
Can organizations seek accreditation?
Yes. The MRC will conduct accreditation audits for attention measurement services based on the finalized Guidelines. Organizations seeking accreditation should reach out directly to the MRC.
How does attention measurement relate to viewability?
Viewability establishes that an ad had the opportunity to be seen, while attention measurement examines the likelihood that it was actually noticed or engaged with. Attention is a complementary layer that provides context beyond delivery metrics.
How do the Guidelines and Playbook differ?
The Guidelines define how attention should be measured, while the Playbook focuses on how marketers can apply attention insights in practice—through planning, creative testing, campaign optimization, and outcome evaluation.
Can attention measurement replace other metrics?
No. Attention is not a standalone measure of ad effectiveness. It is a complementary signal that, when combined with delivery and outcome metrics, helps marketers understand how media and creative influence business results.
Supporting Resources
To complement the Guidelines and Playbook, IAB has published a series of educational resources developed through the IAB Attention Task Force, designed to help organizations navigate different methodological approaches and readiness considerations.
Explainer
An overview on how digital exposure and engagement signals—such as viewability, audibility, and interaction—can be used to estimate attention across media environments.
Checklists
Step-by-step guides to help agencies, advertisers, and publishers evaluate their attention measurement strategies and align internal processes.
Evaluation Tool
A structured set of questions designed to help organizations assess and compare attention measurement approaches with clarity and transparency.