Member Login
Become a Member

Tag: MRC

Setting a New Global Standard: IAB Launches Cross-Industry Attention Measurement Framework 

IAB has introduced a new global attention measurement framework, developed with the MRC and CIMM, that brings long-needed clarity to how attention should be defined, validated, and applied across the industry. The new guidelines and marketer playbook give brands, agencies, publishers, and platforms a shared language and practical direction for using attention as a meaningful input alongside delivery and outcome metrics. IAB Canada is proud to support this work as our market moves toward more transparent, accountable, and future-ready measurement practices.
Learn more

IAB and MRC Release Draft Guidelines for Attention Measurement

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. 
Learn more
Posts by Category

Corus (NextScreen) | Shark Ninja

Corus delivered a first-to-market shoppable innovation in Canada that extends brand storytelling through a custom second-screen experience - NextScreen. Built to support Linear, Connected TV, and Web, the format enables audiences to shop, engage, or learn more directly from video creative, reducing friction and helping drive conversion at the moment of inspiration. By combining upper-funnel impact with direct response capability, NextScreen allows brands to connect attribution to specific creative executions, supported by enhanced analytics and creative-level reporting through its custom portal.

Captivate | Dell Product Launch

Dell’s programmatic campaign delivered measurable gains in ad recall (68%), consideration (53%), and customers action (2 in 5). Captivate’s programmatic guarantee capabilities highlights DOOH’s ability to deliver predictable and reportable results. Watch the video here.

Read the Case Study