Could user interactions be a scalable proxy for attention?

This report was presented at IAB UK's Attention Forum 10 February 2022.

Every time you visit a webpage you emit signals of intent that can be used to interpret your attention with that content. 

Sovrn has measured these user interactions across billions of page views and shares:

• How many types of interactions are there between the user and the page
• What is the average number of interactions that occur per page view
• What % of page views have no/little interaction

Sovrn’s hypothesis is that by counting the time whilst these interactions are being emitted and an ad is in view, we can measure user attention, and create a better targeting metric than viewability. 

Sovrn compared the efficiency of targeting engaged seconds vs viewable seconds & show the positive results for ad performance.