Back to Member Vault

Could user interactions be a scalable proxy for attention?

Tags:

Attention Measurement
Attention Measurement

This content was created by an IAB UK member

Members of IAB UK can contribute to the Member Vault. Log in to submit your content.

Could user interactions (engagement) be a scalable proxy for user attention? Sovrn shares its report

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. 

Sovrn - IAB Attention Forum Deck (1).pdf

By Emily West, Senior Product Manager

Sovrn

Sovrn owns and operates a proprietary ad technology stack with direct connections to every major buyer in the world. Sovrn gives content creators tools to make money; access to distribution and scale to grow their audience; and a massive data commons for extraordinary insights. Sovrn is headquartered in Boulder, Colorado, with offices in Denver, New York and London.

Posted on: Wednesday 16 February 2022