The IAB, in collaboration with the Media Rating Council (MRC), formed the Attention Task Force to bring together industry experts and stakeholders. Through this effort, the IAB and MRC have released the Attention Measurement Guidelines for public comment.
Developed with input from over 200 industry leaders across advertising, media, and measurement, these Guidelines establish a comprehensive framework for the consistent measurement and reporting of attention. They provide detailed guidance across four primary methodologies: data signals, visual and audio tracking, physiological and neurological observations, and panel- or survey-based approaches.
The Guidelines are designed to create greater transparency, consistency, and comparability in attention measurement and will serve as the foundation for future MRC accreditation audits of attention measurement services.
This document is open for public comment through July 12, 2025.
We encourage all stakeholders — including brands, agencies, publishers, ad tech platforms, and measurement providers — to review the Guidelines and provide feedback. Your input is vital to shaping the final version of this important industry resource.
Submit your feedback to: [email protected]
Important Information
Please note that the current document is a draft version. It may contain minor typographical errors, grammatical inconsistencies, or formatting issues that will be corrected prior to final publication. We welcome feedback not only on the substantive content, but also on areas where structure, clarity, or language could be further improved.
The final version of the Guidelines is expected to be published before the end of 2025. Upon finalization, the Guidelines will support MRC accreditation audit efforts for attention measurement providers.
Download the Draft Guidelines
Download the IAB/MRC Attention Measurement Guidelines – Draft for Public Comment
Frequently Asked Questions (FAQ)
What are the Attention Measurement Guidelines?
The Attention Measurement Guidelines provide a framework for the consistent reporting and evaluation of attention metrics across digital media. They outline definitions, methodologies, reporting outputs, and quality evaluation procedures to enhance transparency, comparability, and accountability in attention measurement.
Who should review and comment?
We encourage feedback from brands, agencies, publishers, ad tech platforms, measurement vendors, researchers, and other stakeholders involved in media buying, planning, measurement, and evaluation.
How can I submit comments?
Comments should be submitted via email to [email protected] by July 12, 2025.
What type of feedback are you looking for?
We welcome all feedback that can help improve the clarity, structure, and substance of the Attention Measurement Guidelines.
Specifically, we encourage comments on:
- Definitions and Terminology: Are the terms used throughout the document clearly defined and consistently applied? Are there areas where additional clarification is needed?
- Metric Frameworks: Are the outlined metrics appropriate, actionable, and relevant for measuring attention across different media environments? Are there important metrics missing that should be considered?
- Methodologies and Processes: Are the approaches to data collection, visual/audio tracking, physiological observations, and survey-based measurements described clearly? Are there sections that require more precision or nuance?
- Reporting Outputs and Evaluation Procedures: Is the guidance around outputs, reporting formats, and evaluation processes comprehensive and understandable? Could additional examples or explanations strengthen these areas?
- Technical Accuracy and Practical Application: Do the Guidelines reflect current technical capabilities and real-world operational realities? Are there potential barriers to implementation that should be addressed?
- Privacy, Transparency, and Accountability Considerations: Are the privacy-related considerations sufficient? Are there areas where transparency or user rights could be better addressed?
- Overall Structure and Readability: Are there opportunities to improve the organization, flow, or accessibility of the document to better serve different types of stakeholders?
We also welcome suggestions for areas where additional flexibility, scalability, or future-proofing could be incorporated to support ongoing innovation in attention measurement.
Your feedback will directly inform the refinement of the final Guidelines and help ensure they are practical, credible, and broadly applicable across the media and advertising ecosystem.
Are the Attention Measurement Guidelines final?
No. The current version is released for public comment and is considered a draft. It may contain minor typographical or formatting issues, and feedback on both the substance and structure of the document is encouraged. A final version will be published after the public comment period concludes and feedback is incorporated.
Can organizations begin aligning to the Guidelines now?
While the Guidelines are currently open for comment and subject to finalization, organizations are encouraged to review them to better understand the emerging framework for attention measurement. Final alignment for accreditation purposes will occur once the Guidelines are officially finalized and published.
How do the Attention Measurement Guidelines relate to outcome measurement standards?
The Attention Measurement Guidelines are intended to complement, not replace, existing outcome measurement standards. Attention metrics serve as an additional data point to help assess exposure and engagement, providing a fuller picture of advertising effectiveness alongside delivery and outcome-based metrics.
Will attention measurement providers be able to seek accreditation?
Yes. While the Media Rating Council (MRC) has already begun audits of attention measurement services against existing Standards and Guidelines, once finalized, these Guidelines are intended to serve as the basis for future MRC accreditation audits of attention measurement services.
Will public comments be anonymous or attributed?
Feedback submitted during the public comment period may be referenced or summarized during the finalization process. If you prefer that your comments remain anonymous or attributed differently, please indicate this clearly when submitting your feedback.
Additional Resources
In August 2024, the IAB Attention Task Force released the Attention Measurement Toolkit, focused on Data Signal Approaches to attention measurement. The Toolkit was developed to help agencies, advertisers, publishers, and measurement providers better understand how attention can be captured and reported using digital data signals.
The Toolkit includes:
- Attention Measurement Explainer: Data Signal Approaches
- Attention Measurement: Agency/Advertiser Checklist
- Attention Measurement: Publisher Checklist
- Attention Measurement: Request for Information Questions
These resources were developed as an initial step toward building a consistent, transparent understanding of how data signals contribute to attention measurement practices.
Additional explainers covering Visual and Audio Tracking, Physiological and Neurological Observations, and Panel/Survey-Based Methods are currently under development and will be published alongside the final Attention Measurement Guidelines, expected before the end of 2025.
Ongoing Industry Collaboration
The IAB Attention Task Force continues to convene industry experts and stakeholders to advance attention measurement practices.
As part of its future efforts, the Task Force will be partnering with the Coalition for Innovative Media Measurement (CIMM) to develop an Attention Measurement Guide.
This Guide will be designed to complement the Attention Measurement Guidelines by providing additional implementation support and application considerations for organizations across the media and advertising ecosystem.
If you are interested in participating in the IAB Attention Task Force and contributing to the future of attention measurement, we welcome your involvement.