From Views to Value: A Strategic Shift for Forward-Thinking Publishers

There was a time when buying a good used car felt like finding a needle in a haystack. Buyers would cross their fingers, uncertain whether they were getting a deal or being duped. Enter services like CARFAX, which restored the health of the market by bringing transparency into the mix. Armed with more precise quality data, buyers could now differentiate between a “peach” and a “lemon.” This meant sellers of high-quality vehicles could now command fair, higher prices.

We’re seeing a similar scenario play out in digital advertising today. Advertisers have long fixated on binary metrics like viewability which, unfortunately, don’t paint a full picture of media quality. These incomplete metrics incentivize buyers to simply go after the cheapest reach possible. It’s a tough bind for publishers, faced with accepting low CPMs for high-value offerings, compromising audience experience, or losing ad revenue to publishers willing to do so.

Fortunately, the industry is beginning to shift toward evidence-based media metrics. Attention metrics—particularly those that incorporate full-funnel outcome data—have emerged as the most reliable indicator of quality and performance.

While initially embraced by advertisers as a path to better business outcomes, it’s become clear that attention metrics offer a number of benefits for publishers as well.

A Guide to Attention Metrics for Publishers explores the practical applications of attention metrics, including how to:

• Command fair prices for top-performing inventory
• Redirect spend from overpriced media on long-tail sites
• Increase delivery against client KPIs and attention goals
• Fuel demand—both direct and programmatic
• Gauge performance against industry benchmarks and improve low-attention offerings

To access these insights and more, download your free guide today!