Attention metrics step forward in guidelines — as their value is questioned

Last week, Karen Nelson-Field, the founder of one of the attention metrics firms in the marketing landscape — Amplified Intelligence — posted an enthusiastic note on LinkedIn, saying that the IAB and the Media Rating Council (MRC) have “agreed to collaborate on the Attention Task Force,” which will lead to the drafting and development of industry measurement guidelines for accreditation purposes.

“Our work begins this September,” Nelson-Field wrote, quoting Angelina Eng of the IAB, who had written to her with the good news.

Clearly the burgeoning field of attention metrics, which has been adopted by more publishers, brands and agencies in recent months in the pursuit of reaching consumers more effectively, could be lended an added level of legitimacy to their offerings with accreditation.

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