But the ARF report is nonetheless worth reading if you want to get a handle on the burgeoning supply chain of "attention measurement" researchers, both native and non-native.

If you're not sure, download a copy of CARU's just-released "Building Guardrails for Child-Directed Advertising & Privacy in the Metaverse," and start developing internal policies and strategies to mitigate liabilities and figure out new ways of effectively targeting kids.

Substitute the word "fragmentation" for "heat" in thermodynamics, or the word "chaos" in more general terms, and you'll get my drift. The question is, how do media planners create order in an increasingly chaotic media marketplace?