In today's digital landscape, attention metrics are emerging as a more evolved and effective way of measuring viewability, shaping media placement, creativity, and planning, and ultimately, budget allocation. Deborah Brett and Ed McElvain delve into the impact of attention metrics, going deep on specific campaigns from publishers and brands on how attention is moving the needle. We'll answer key questions on how, or if, budgets are being redirected in response to this shift, and the conversations needed to get more players aligned ahead of wider standardization, as well as how to overcome other hurdles to adoption.