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Agency holding companies, marketers, ad-tech and trade organizations are all turning their gaze to attention tracking: which partners do it, how they do it and how they can get more stakeholders to, well, pay attention to it.
It’s a relatively new concept, with inconsistent methodologies. And while innovation has always propelled the $600 billion industry forward, without standardization and oversight, marketers are once again staring down the potential for ad fraud, which has plagued digital advertising since its inception.
“It is 100% necessary for the market to have a shared understanding,” said Marc Guldimann, founder and CEO of media measurement firm Adelaide. “What the ARF [Advertising Research Foundation] is doing is incredibly important work to increase transparency around how people are measuring attention.”