The short version

Karen Nelson-Field's prediction, paraphrased from the linked source (July 14, 2022): 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…

Prediction by

Karen Nelson-Field

On July 14, 2022

Paraphrase: 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.