The Attention Council, a not-for-profit consortium of advertisers, publishers and tech companies promoting the use of attention metrics in advertising, is being incorporated into the Coalition for Innovative Media Measurement (CIMM).
Under CIMM, The Attention Council will become the Attention Working Group, with the initial remit of developing and publishing a new study exploring the current state of attention measurement.
CIMM is a pan-industry coalition focused on improving media measurement through the development of new currencies, metrics and approaches to understanding the value of media. It is a subsidiary of the Advertising Research Foundation (ARF).
The working group will be chaired by The Attention Council’s CEO, Andy Brown, who will also join CIMM’s steering committee.
Brown said: “I have admired the ARF and CIMM’s approach to client engagement and willingness to pursue research initiatives to meet the ever-changing developments in the media and advertising landscape.”
Founded in 2019 by Amplified Intelligence, Lumen, Adelaide, Avocet and TVision, The Attention Council aims to drive the broad adoption of attention metrics in media measurement. Prior to the acquisition, it was chaired by TVision CEO Yan Liu and Adelaide CEO Marc Guldimann.
Time to pay attention to attention
The organisation has previously focused on five distinct thematic tasks relating to attention metrics: promotion of attention as a measurement of media quality; examination of ethical considerations related to attention measurement; presentation of research; education on best practices for using attention metrics; and exploring the creation of an attention-based currency.
Under CIMM, the working group will focus on the same areas.
“There has been exceptional growth in the use and development of attention by the industry — from the proliferation of innovative new approaches to the steady increase in buy-side adoption,” added CIMM managing director Jon Watts. “We are pleased to welcome The Attention Council into CIMM to support this work, cementing metrics like attention, emotion and quality as critical components of our programme.
“As we continue to work closely with other organisations and expand internationally, this collaboration marks the next step in our unified effort to support improvements, best practices and innovations across the industry.”
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