Streamlining decision-making 

To turn attention into results, marketers need to make it easy for consumers to take the next step and have a measurable impact on the goals of a campaign. Whether creating enough mystery to encourage consumers to click through to the website or being clear about unique selling points to ensure potential customers make a purchase, close collaboration between all media players—from social media platforms to publishers, agencies and brands—can ensure ads are designed to be as useful and positive for consumers as they are for advertisers. 

Collaborating to fill the data gaps

While attention metrics gain traction, we all know personalization and targeting is getting harder. As consented first-party data becomes ever more crucial to advertiser strategies, partnering with those who have it—trusted, premium publishers, for example—while maximizing their own data is crucial to brands. Marketers have the opportunity to build and tailor their digital ads around the interests, preferences and behaviors of their consumers, but only through collaboration with a variety of industry players can they gather the level of detail needed to get personalization right and reap the rewards.

While the industry has more work to do to truly understand the best way to measure attention as a predictor of ad effectiveness, all brands can start with their customers to build a more effective post-cookie strategy. Working together to achieve this will stand the industry in good stead to embrace the attention economy and build a positive environment for advertisers and consumers alike.