Attention metrics–using tactics like eye tracking to measure how long people spend looking at ads–hold a number of promises, including making advertising more performant and less annoying, if adopted by the industry in the right ways. The danger, however, is that they become another arbitrary metric gamed by unscrupulous ad-tech players. “The potential is better…

(SOURCE) https://www.adweek.com/media/how-attention-metrics-can-avoid-getting-gamed-by-bad-actors/