dentsu and Teads have worked together  to unveil media industry's most comprehensive look at attention

The study provides clear guidance for digital marketers in the new age of Attention, a key takeaway is  that earned Attention is much more powerful at yielding results than forced Attention. This means that viewability alone is no longer a good enough metric to measure how consumers are reacting to content on a page.

Overall there are four key drivers of attention

Time
Viewable time is one of the most important drivers of Attention.

Choice
This is despite the fact that forced ads gain more raw Attention vs. ads that are easily ignored.

Creative
Ads optimized for the Teads platform gained a 49% boost in Attention vs the original.

Relevance
Ads within relevant context for the reader gives an uplift of Attentive Seconds Per 1,000 of 13%