The Advertising Research Foundation (ARF) has just released the findings of the second phase of its three-phase study of the validity of attention measurement. As you may recall, the first phase was the publication of an Atlas of 29 attention measurement and prediction companies, dissecting differing definitions and methodologies, and containing links to case studies provided by each company.
ARF Attention Phase 2 Report Overturns Widely Held Assumptions
![ARF Attention Phase 2 Report Overturns Widely Held Assumptions](/media/articles/240523-ITOROI-cover-Image-ARF-Attention.jpg.550x380_q85_box-0%2C59%2C500%2C406_crop.jpg.webp)