How To Interpret New Attention and Media Quality Research

Adelaide Metrics contributed to both papers and we appreciate the work each association is doing to bring more structure transparency and rigor to an increasingly important area of media measurement While the two papers approach the topic from different angles they point to the same broader trend quality is becoming a central lens through which media value can be assessed and attention is becoming one of the key foundations for how that quality is measuredCESP Paper Overview A closer look at attention measurement in FranceCentre d39Etude des Supports de Publicitamp233 CESP Franceamp8217s equivalent of the US Media Rating Council MRC together with the Institut de Recherches et d39amp201tudes Publicitaires IREP which is similar to the US Advertising Research Foundation ARF published its second white paper on the attention metrics provider landscape in France following its initial analysis in 2024CESPamp8217s latest paper examines the current attention measurement landscape in France focusing on eight data providers their methodologies media channel coverage and reportingKey findingsAttention measurement in France has become more sophisticated but not more standardizedAttention indicators vary widelyAttention duration is the most likely candidate for a shared KPI but with caveatsAttention should not be confused with effectivenessWider adoption depends on transparency and a shared frameworkAdelaideamp8217s take on the CESP paperCESP considered several other attentionrelated projects conducted by international associations for context including the 2025 IABMRC Attention Measurement Guidelines and the 2024amp82112026 ARF Attention Validation InitiativeCESPamp8217s finding that there is no standardized attentionmeasurement approach among the providers it examined is reminiscent of the ARFamp8217s findings particularly in Part 2 of its Attention Validation Initiative which focused on creative attention measurement providers Like CESP the ARF found that the range of methodologies used by participating creative attention measurement companies created a amp8220chooseyourownadventureamp8221 path for advertisers with insufficient coherence across reported attention data results and low or no comparability between providersThat lack of creative attention measurement standardization may still be limiting broader adoption in the US todayAttention duration is a commonly reported measure among attention measurement providers While it is not what we report at Adelaide we recognize that durationbased attention metrics can be useful in the context of creative development Because creative has a significant influence on how much time someone spends with an ad it is easy to imagine attention duration data serving as a training input for AIbased creative development and testing in the near futureBut for media quality measurement we do not believe durationbased attention metrics are the right approachGoodhartamp8217s Law states that when a measure becomes a target or KPI it stops being a useful measure Duration is shaped by a combination of factors the media environment the creative itself and the audience seeing the ad If buyers optimize media toward durationbased attention metrics they may inadvertently incentivizePoor user experience designSalacious creativeDelivery toward audiences that tend to pay attention for longerttention duration as the de facto campaign outcomeamp160shifting focus away from the advertiseramp8217s actual business objectivesMediaamp8217s goal should not be to maximize attention for its own sake It should be to understand which media environments are most likely to capture attention and contribute to outcomesWe agree with CESPamp8217s conclusion that attention should not be confused with effectiveness Attention is not a performance or brandeffectiveness KPI Rather it is a contributing variable to advertising outcomes helping advertisers evaluate whether a media placement is likely to create the conditions for impactWe also agree with CESP that the wider adoption of attention measurement depends on a transparent stakeholderaccepted framework Until the market reaches that level of alignment attention will remain valuable but harder to apply consistently as a universal indicator of media qualityThrough our membership dues and continued collaborations Adelaide will support CESPamp8217s efforts to bring a more standardized view of the value of attentionbased metrics for media in France and across the EMEA regionCIMM Paper Overview Media quality as market infrastructure layerThe Coalition for Innovative Media Measurement CIMM published Quality Matters Navigating Quality In Media Buying and Measurement a commissioned perspective on quality as a relevant input to media buying and measurementThe paper addresses what CIMM describes as a growing market gap the lack of a shared framework for understanding how placementlevel characteristics influence marketing effectiveness It argues that media quality should evolve from a secondary optimization variable into a form of market infrastructureamp8212measurable transactable signals that help the market distinguish value and price differences in advertising opportunitiesamp160Coauthored by Erez Levin and Gabriel Dorosz who worked with Adelaide during his time leading attention measurement efforts at The New York Times the paper builds on existing transparency requirements and frameworks around data quality and madeforadvertising MFA sites as defined by the Association of National Advertisers ANAKey findingsNot all impressions are equally valuableamp160Media quality is a distinct input to buying and measurementamp160Quality should be treated as a spectrum not a binary filteramp160Attention is an important dimension of quality but not the whole of itamp160Media quality needs to become easier to define validate and useamp160Adelaideamp8217s take on the CIMM paperThe Quality Matters paper reflects Adelaideamp8217s point of view on the meaning and importance of media quality wellFor CIMM media is the clear focus While creative and audience quality are part of the broader discussion media quality takes precedence as an actionable data lens for planning buying measurement and optimization Rooted in digital media performance observations the paper sets out what buyer and seller expectations for media quality can and should becomeWe strongly agree with the paperamp8217s central themes Media quality is not a subjective judgment it is a measurable placementlevel signal that can help advertisers predict media value before during and after a campaign We also agree that quality should not be treated as a binary passfail threshold The quality of impressions varies significantly both within and across channels and is shaped by a wide range of environmental and contextual signalsBut simply put we think the paper describes a problem Adelaide has already spent years working to solve It calls for a standardized transactable and broadly accepted way to evaluate media quality That is what our metric AU was built to provideamp160Adelaideamp8217s AU is an attentionbased media quality metric that measures the probability that a placement will capture attention and contribute to outcomes It has been created for 19 unique media channels contracted for use by every major holding company and large independent media buying agency and distributed programmatically across every major DSP and SSPOther efforts have sought to characterize media quality through aggregated multifactor scores often with viewability or content context markers as components Examples include2025 ARF Audience x Science project from ColgatePalmolive and GroupM The Evolution Of Quality Media2026 ARF Audience x Science project from NBC and Eyesquare Ad Effectiveness Across Broadcast Social and Streaming VideoThe Trade Deskamp8217s TV Quality IndexThere are two major differences between Adelaideamp8217s AU and the measures created by the efforts listed above outcomes and distributionOutcomesWhen Adelaide creates an AU model for a channel we gather relevant exposure placement and contextual data points to build a simple algorithm which we then train on real fullfunnel outcome data from upperfunnel brand lift to lowerfunnel sales That outcomestraining step is critical to AUamp8217s value Media quality scores constructed only from observable characteristics such as viewability clutter and placement size can be descriptive But without outcomes training they cannot reliably predict the objectives advertisers aim to achieveamp160DistributionThe other difference is distribution Since its earliest days AU has been guided by the idea of amp8220AU Everywhereamp8221 a strategic approach to making a consistent omnichannel media quality signal available across the media ecosystem That distribution has established AU as the market leader in media quality reporting and buyside and sellside applicationsEven so the work is not finished Media quality will only become more valuable as the market develops clearer definitions stronger validation methods and more consistent ways to apply quality signals across planning buying and measurementamp160In the past year Adelaide has worked with and learned from innovative media owners including Uber Ads and Kinective as well as major media portfolio and data companies such as Nielsen Media Research As CIMM members and active participants in organization projects we look forward to collaborating on followup research projects demonstrating AUamp8217s relevance and value in the context described in the amp8220Quality Mattersamp8221 paperWhat the two papers signalThe publication of the CESP and CIMM papers on the same day last week is an indication of how important and necessary attention and media quality have become to the advertising ecosystemThe papers approach the issue from different perspectives but point to the same conclusion quality is becoming the leading mechanism for assessing media value and attention is becoming the foundation for measuring that qualityCoauthored with Kaitlin Nizolek Adelaide VP of MarketingPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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How To Interpret New Attention and Media Quality Research

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Claire Browne

The Human Advantage Inside Publicis Media - the AI Agency - By Jack Myers

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