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.
IAB and MRC are no longer accepting any comments. The final guidelines will be published in Q4 2025.
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.
Are the Attention Measurement Guidelines final?
No. A final version will be released in Q4 2025.
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.
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.