Is attention the new attribution?

The New York Times is partnering with Adelaide, a company that uses signals like eye-tracking data to gauge whether readers are paying attention to ads.

The Times started using its own proprietary attention metric last year

The goal is to eventually tie attention metrics to advertisers’ campaign performance

Attribution is getting increasingly difficult. So is garnering attention.

As the value of attention increases it could function as a proxy metric for ROI and related metrics of attribution.

What is the return on attention?

via Marketing Brew