Getting consumers’ attention is about to get easier.

Supply-side platform (SSP) PubMatic and attention vendor Playground xyz have struck a commercial partnership, offering marketers easier access to high-attention ads. It’s the latest in the industry’s lunge toward transacting on attention, a potentially more viable success metric compared with measures like viewability.

“We’re hearing more and more from buyers, through RFPs and larger pieces of business from advertisers or agencies, that [attention] is an increasingly important component,” said Peter Barry, vp of addressability and commerce media at PubMatic. “We’re seeing this as up and to the right in terms of demand and revenue.”

A broader push toward attention should, in theory, realign some of the more broken incentives between consumers, publishers and advertisers that have led to clunky user experience and cluttered webpages, since ads with high attention scores are proving to be more effective both in driving performance and brand objectives.

Plus, inventory that scores high on attention, often found on premium, uncluttered sites, typically emit less carbon. Naturally, transacting on attention leads to brands paying a small premium.

Despite that logic, it’s been a long time coming.

“We are asking clients to completely reconsider how they value media,” said Jonathan Waite, global managing director at Havas Media Group. “It’s a much bigger conversation,” he added, pointing to changes in KPIs and how contracts are written. All clients are at least thinking about attention, he noted. 

Attention-based metrics focus on placement and context, a preference as signal loss increases with the looming deprecation of the third-party cookie. There’s also more movement from trade bodies and industry groups: The Advertising Research Foundation received 40 responses to its request for information to vendors for attention-based solutions, according to sources.

Boosting brand and performance

Using panels collecting eye-tracking data plus predictive models, Playground xyz measures the attention on ads through time spent, applying it to PubMatic’s inventory to create private marketplaces for buyers via its Attention Intelligence Platform (AIP).

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