The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) have introduced draft guidelines for attention measurement to harmonize the fragmented strategies currently in use across the advertising industry. Over 200 stakeholders contributed to these guidelines, aimed at establishing uniformity in how attention is quantified and reported. Meanwhile, Frasers Group has launched ELEVATE, a new retail media network that offers extensive opportunities for brands by leveraging its wide network across retail and fitness sectors, thus ensuring comprehensive access for advertising partners.
According to VP of Measurement, Addressability & Data Centre at IAB, Angelina Eng, "there are too many different ways to measure and define attention, which creates confusion and makes it hard to compare results or build trust. These guidelines are about bringing order to the chaos."
The public comment window is open until 12 July 2025, with IAB encouraging brands, agencies, publishers, and tech providers to submit feedback.
Frasers Group has unveiled ELEVATE, its new retail media network, positioning it as one of the UK's most comprehensive offerings from a multi-category retailer.
ELEVATE aims to provide brand partners with access to a diverse retail media estate, ensuring full-funnel scale and omnichannel reach.
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