The short version

Karen Nelson-Field predicted on July 14, 2022: “Argued the industry must graduate to "Attention Version 2": attention measurement had reached critical-mass adoption and would become core to how media is planned and bought.” Verdict: Partially right. Attention vendors and measurement products proliferated and attention entered media-planning vocabulary, but it did not displace viewability and impressions as the trading currency by…

Prediction by

Karen Nelson-Field

On July 14, 2022

“Argued the industry must graduate to "Attention Version 2": attention measurement had reached critical-mass adoption and would become core to how media is planned and bought.”

Follow-up

Attention vendors and measurement products proliferated and attention entered media-planning vocabulary, but it did not displace viewability and impressions as the trading currency by 2026.

From the High Caliber AI network — see the AI for PR module in the course.