Karen Nelson-Field, founder of Amplified Intelligence, highlighted the collaboration between IAB and MRC on the Attention Task Force to set industry measurement guidelines for accreditation starting September.
Angelina Eng from the IAB elaborated on the four parts breaking down measurement guidelines, including visual/audio tracking and physiological observations, with the first part on data/proxy signals already released.
Ron Pinelli of MRC mentioned that several providers are on track for accreditation, which is critical for the broader acceptance of attention metrics within the industry.
Marc Guldimann, CEO of Adelaide, described the collaborative efforts as significant progress towards the industry's acceptance of attention metrics, reflecting a shift in how attention is measured.
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