Calculating Media Value with Attention Metrics

While current measurement approaches treat reach as homogenous, attention metrics offer an expanded definition of quality that reflects each placement’s opportunity to contribute to outcomes. Combined with cost data, marketers can use attention metrics to calculate the value of their media investment, enabling better results and increased efficiency.

The guide covers:

• How to accurately quantify media value and why it’s important
• Why quality metrics are crucial to calculating value
• Three major advantages of increased transparency
• Why some proxies for attention may fall short when quantifying value
• How advertisers are using these insights to improve performance and reduce waste