Why ad buyers are slow to embrace attention metrics

by Lucia Moses
For the past year, a handful of premium publishers have been pushing the idea of attention-based metrics. As the pressure to goose clicks and unique visitors has led to clickbait and other abuses, the argument goes, time spent on the site is a better indicator of an ad’s performance. But if ad agencies are receptive to the idea in theory, they’re not necessarily diving in.Read the full article