Brands are rightly asking what the best approach is when it comes to attention, so time to get specific about terms and how to decide which vendors to work with.

Attention rightfully puts audience experiences higher on the agenda, but using it as a universal standard would create targets that are more easily gameable and deliver worse media experiences.

You cannot champion the need for reach at all costs and ignore the importance of attention metrics, writes Havas Media Group’s Jon Waite.

Thee value of audio, relevance, and experience is key in the complex journey to understanding attention.