
The Science of Attention with Khurrum Malik, CMO of Integral Ad Science
The Next CMO
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The Importance of Attention
The paper lays out why is attention important, what is attention, and what are the variables that are the composition of attention. Now we just happen to think about that piece of content in terms of an ad unit, but the learning could be applied to any piece of content, not just advertising. The core thesis is that attention is that index that can help inform whether a piece of content is capturing someone's cognition and driving some sort of action. And we believe that there are a couple of variables that matter and those are visibility, situation of the ad unit or the content unit and interaction.
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