Rumor: DoubleVerify Is Interested In Acquiring Lumen Research
Rumors are swirling that DV is exploring an acquisition of Lumen Research to add eye-tracking capabilities to its attention measurement solution.
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OPINION: Data-Driven ThinkingWhy Standardization Is Wrong For Attention Metrics
If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.
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OPINION: Data-Driven ThinkingAttention Metrics Work, But There’s A Long Road To Standardization
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
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AdExplainer: How To Use Attention Metrics
Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.
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- ai
- attention
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- audio volume level
- Cary Tilds
- click-through rate
- contextual alignment
- cursor hover time
- dwell time
- Ed McElvain
- eye-tracking
- featured
- Frameplay
- Kargo
- luke lambert
- machine learning
- marc guldimann
- Mediahub
- Michael Piner
- michael shaughnessy
- omd
- omnicom media group
- Playground XYZ
- Rob Hall
- scroll depth
- time in view
- TVision
- Viewability
- Yan Liu
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Sticky Puts The ‘Eye’ In DIY With New Automated Eye-Tracking Tool
When it comes to online viewability, there should be more than meets the eye. That’s the philosophy at Sticky, an eye-tracking tech company launching a DIY version of its online research product, Autogazer, on Thursday. The tool is designed to enable users – primarily agencies, brands and publishers – to run unlimited tracking studies for […]
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