Future of TV Briefing: OpenX adds attention targeting for CTV ads backed by TVision

"Attention metrics have historically been very post-campaign-focused. You got a report after the campaign ran. That was great, but it didn't really allow you for any in-flight optimizations or making sure the budgets were going to a high attention audience."

"For a session to be defined as attentive, it's got to be 2.5 seconds or greater [that a person is measured as looking at the screen]. That is the trigger. Now we don't stop there. We do second-by-second attention, full duration. So we know in any given session if someone is eyes on screen."

OpenX has launched an attention-based targeting option for connected TV advertisers concerned about second-screen distraction. The capability, powered by TVision's measurement panel of 4,500-5,000 households, tracks whether viewers' eyes are actually on the screen during ad exposure. Sessions qualify as attentive when viewers maintain eye contact for 2.5 seconds or longer, with second-by-second tracking throughout the full duration. TVision's panel-based measurements are projected across the broader CTV audience and streaming landscape, allowing OpenX to curate high-attention inventory by excluding programming in the bottom 40% of attention scores. This represents a shift from historical post-campaign attention reporting to real-time optimization capabilities.

Read at Digiday