Understanding Attention Metrics

Attention has recently gained prominence in media evaluation because traditional metrics often fail to accurately assess media quality. Many commonly used metrics, such as viewability, can be easily manipulated, leading to misleading interpretations of media effectiveness. By contrast, attention metrics aim to provide a clearer picture of audience engagement, although some can still be gamed based on their design. It is crucial for metrics to maintain a level of opacity to prevent distortion of behaviors by media sellers, similar to established systems like credit scores.