TVision’s Statement on the IAB/MRC “Attention Taskforce” Draft Attention Measurement Guidelines
TVision’s Statement on the IAB/MRC “Attention Taskforce” Draft Attention Measurement Guidelines
June 13
The IAB/MRC Attention Measurement Guidelines are validation of the momentum and value of attention measurement in the market. The joint efforts of the MRC, the IAB, and its member committee (of which TVision is a contributor) is a needed and important effort.
TVision is the only attention measurement company delivering “in the wild” visual and audio tracking, combined with data signals for a complete picture of viewer attention in the home. As a result TVision delivers the highest quality and most accurate TV and CTV attention data at scale.
With a proven track record of securely and safely measuring in-home attention, plus a history of delivering attention metrics to the largest advertisers, agencies, publishers and the measurement eco-system, we welcome these guidelines and find them to validate our approach.
Key Take-aways:
- TVision supports this new standard. It’s good for the industry and it will help move attention measurement forward with clear guidelines.
- The standard emphasizes security, privacy and data integrity. These are critical elements of any sound attention measurement solution. These principles are foundational to how TVision operates. TVision is ISO 27001 certified.
Attention is a measure of human behavior, therefore data collected from real people needs to be central to any measurement or modeling efforts and those people must be assured privacy and security.
- The Guidelines do not include outcome measurement. This is appropriate since accurate outcome measurement differs across media type and campaign objectives. Measuring outcomes like attentive lift is important to brand advertisers focused on awareness, which is often a critical component of TV and CTV advertising. Performance-based advertisers on digital platforms will not measure attention as an outcome metric, but will use it to make smarter decisions about campaigns.
- Use thoughtful evaluation when applying standards to use cases - The Guidelines rely on a broad definition of “attention.” As a result, the standards need to be considered selectively for the specific use cases of each attention vendor and application of attention data.
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