The assumption that high viewability equates to high quality is often misleading. Lower-viewability placements can yield superior performance results when purchased at the right moment.
The IAB Attention Measurement Task Force's effort to introduce new attention standards could simplify attention measurement across various platforms, but may also hinder campaign performance by enforcing blanket requirements.
Unlike viewability, which addressed issues of ads not being seen, there's no widespread 'inattention fraud' to mitigate, emphasizing the need for a more nuanced understanding of what captures attention.
Overreliance on attention as a metric could artificially decrease supply and increase yield, neglecting other crucial performance metrics like CPA or ROAS.
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