Attention is quickly becoming the name of the game as marketers and media buyers seek meaningful ways to evaluate advertising performance beyond traditional reach and impression metrics. With growing demand for more relevant, outcome-based signals, attention is emerging as a key component in the shift toward new media currencies.
In response, the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) have released a draft of the Attention Measurement Guidelines – a foundational step toward establishing clear and consistent standards for how attention is defined, measured, and reported across the digital advertising ecosystem.
IAB Canada welcomes this development and supports the initiative as an important milestone in aligning the industry on a shared framework for assessing attention. Sonia Carreno, President of IAB Canada, said “The introduction of these guidelines is a major step forward for our industry. Creating a consistent approach to attention measurement brings much-needed clarity to an area that has been fragmented for too long. We’re pleased to see this work move forward and encourage our members to provide input during the comment period.”
The draft guidelines are open for public comment until July 12, 2025. IAB Canada encourages all stakeholders in the Canadian market to review the document and share their feedback to ensure the final version reflects a wide range of perspectives.
To review the draft and submit comments, visit IAB Attention Measurement Guidelines.
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