That was the question at the heart of Adelaide’s Business of Attention event in New York City last Tuesday. Stakeholders from across the ecosystem g

Early Adopters Are Snapping Up Attention-Based Inventory Before Everyone Else Drives Up The Costs

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2024-11-20 08:30:03

That was the question at the heart of Adelaide’s Business of Attention event in New York City last Tuesday. Stakeholders from across the ecosystem gathered to discuss whether attention can become a programmatic currency, why standardization would be necessary to make that possible and whether it might be best to find alternative ways to trade based on attention in the short term.

But there are already opportunities for publishers to cash in on demand for high-attention ad placements. As attention metrics work their way toward currency status, some publishers are experimenting with offering buyers minimum attention guarantees on their inventory to drum up demand.

And current pricing often doesn’t correlate to a site’s attention score. Which means there’s an arbitrage opportunity for buyers and resellers, particularly via high-attention marketplaces.

First up, some good news for news publishers: High-attention inventory can tempt buyers to overlook common concerns about online news placements, especially if publishers proactively take the risk out of buying this inventory.