Attention is key

Data and analytics company Chartbeat has added time-based ad data to measure audience engagement (source). It measures the amount of time an ad is visible in the foreground tab of the browser, as a proxy of the amount of attention given to the ad. Of course which part of the the page the audience is actually looking at is the ultimate measure of attention. Chartbeat’s offering shows that the industry is already moving towards the ultimate goal of directly measuring audience attention.