Agency holding companies, marketers, ad-tech and trade organizations are all turning their gaze to attention tracking: which partners do it, how they do it and how they can get more stakeholders to, well, pay attention to it. It’s a relatively new concept, with inconsistent methodologies. And while innovation has always propelled the $600 billion industry…

(SOURCE) https://www.adweek.com/agencies/why-marketers-are-paying-greater-attention-to-attention/