Viewability tells you the ad was on screen. Attention metrics try to tell you whether anyone actually processed it. Eye tracking, scroll behavior, dwell time, interaction signals. The methodology varies by vendor, which makes cross-platform comparison genuinely hard. The underlying question is the right one, though. An impression nobody registers is not worth what you paid for it.
Ad tech glossary
Attention Metrics
Technical definition
Measurements that go beyond basic viewability to assess the quality and depth of user engagement with advertising content.
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