Attention Standardisation Is Here – Adopt Attention Before You're Left Behind
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With the IAB and MRC releasing their draft Attention Measurement Guidelines, attention is no longer an emerging trend, it’s establishing itself as a critical standard.
The advertising industry has reached a defining moment.
With the IAB and MRC releasing their draft Attention Measurement Guidelines, attention is no longer an emerging trend, it’s establishing itself as a critical standard. The message is clear: advertisers, platforms, and publishers can no longer rely on viewability and passive metrics alone. The expectation is shifting to validated, meaningful performance measurement and attention is at the centre of it.
This move toward standardisation gives the industry a shared language and a benchmark for quality. It signals that the market is ready to move from theory to practice, and from proxy to precision. While the framework is still in draft, the direction is undeniable: attention will be fundamental to how media is evaluated, optimised and ultimately traded.
Why act now?
✔ Be ready for audit and accreditation. Standardisation is a step toward formal accreditation, and those already measuring attention will be ahead of the curve
✔ Stay ahead of the market. Brands are asking better questions, CMOs are demanding better accountability, and the expectation of more than just "reach" is growing
✔ Improve outcomes, not just optics. Attention metrics offer a clearer picture of real audience impact. Fueling better decisions in creative, media and performance
✔ Get started while others are still catching up. The organisations embedding attention into their operations today are the ones setting benchmarks tomorrow.
What role does Amplified play?
Amplified has been at the forefront of attention measurement for nearly a decade. As one of the few providers contributing to the IAB and MRC working group, we’ve helped shape the direction the industry is now moving toward. Our tools are already aligned with these expectations, offering:
- Predictive attention planning tools for smarter pre-campaign decisions
- Live in-flight metrics for agile, performance-driven optimisation
- A global dataset of over 38 billion data points across 21 countries
- Market-leading research services capable of capturing real environment ad views across online and offline channels
- Advanced Creative Testing capabilities to arm you with insights that can better inform execution and placement
- Privacy-first measurement, built to thrive in a post-cookie world
- Flexible delivery via our SaaS platform or integrated directly into your existing stack
More importantly, it’s not theoretical, it’s live, and it’s delivering results. For example, media agencies like OMG UK have embedded attention data into their planning frameworks to sharpen media performance and return on investment.
Attention is no longer optional, it’s foundational
If you're still relying on outdated proxies, now’s the time to explore what real attention data can do. Whether you're a brand, agency, or platform, Amplified can help you shift from assumptions to action.
Read more about the IAB and MRC’s Attention Measurement Guidelines, or talk to our team about bringing attention into your organisation.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
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