AI will turbocharge contextual capabilities, and the most important piece of content these days is impressions.

Enter Integral Ad Science:

The tool, called Quality Attention for Publishers, uses machine learning to gauge how much attention readers might give webpages.

The next wave of measurement?

In recent years, attention metrics, which aim to estimate the quality of content adjacent to ad inventory, have become all the rage as advertisers and publishers continue to shift away from more traditional metrics like viewability.

Attentive impressions > impressions