Attention is one of the most complex and widely discussed topics in digital media. Defining it has proven to be difficult, but industry experts unanimously agree that harnessing attention is pivotal to executing a successful advertising campaign.

That's why IAS developed an evidence-based Attention white paper and first-of-its-kind model that predicts the likelihood an impression will lead to a result. Driven by research based on millions of data signals combined with Total Visibility™ and machine-learning models, our analytical model identifies three key signals: Visibility, Situation, and Interaction — which each consist of a set of crucial metrics and optimizations that predict if an impression will lead to a result.

Throughout the white paper, Taking Action on Attention, you’ll find:

• A holistic Attention approach and model, developed using extensive advertiser campaign data
• Three data-backed Attention signals proven to improve campaign effectiveness and drive business results
• Results-based tips on how advertisers can capitalize on attention right now