Platforms and publishers attract the attention of audiences, and advertisers purchase access to that audience, hoping to earn their attention and achieve impact. Managing for attention leads to a better understanding of the quality and effective cost of an impression. A higher-quality exposure to an impression is more efficient, leading to higher impact, lessening the need to deliver higher volumes of exposures and creative rotations.
If attention is an outcome that leads to sales and customer loyalty, then the advertising industry should embrace attention.
