Atlas Shrugs: ARF To Release One Mapping 'Attention' Suppliers

The Advertising Research Foundation (ARF) this morning announced it has begun “mapping the landscape” of the burgeoning advertising and media “attention measurement” marketplace.

The project -- which falls under the umbrella of the ARF’s ongoing “Attention Validation Initiative” -- will culminate in an “attention atlas” that the ARF …

1 comment about "Atlas Shrugs: ARF To Release One Mapping 'Attention' Suppliers".
Check to receive email when comments are posted.
  1. Joel Rubinson from Rubinson Partners, Inc., March 22, 2023 at 12:51 p.m.

    having been in on the ARF conference calls on the 'new media model' i am fearful that the old school assumption  that attention is the property and outcome of the creative will be reinforced. the implication of the work  I have been involved with is that an indiidual's propensity to pay attention is more a reflection of their interest in that brand and proximity to shopping. i hope the ARF verifies if each provider uses a 'propensiy to pay attention'  factor in their model or this will perpetuate a mis-understanding of attenion. 

Next story loading loading..

Discover Our Publications