As programmatic buyers rapidly move away from a singular focus on chasing cookies toward a broader playbook of monitoring fraud, viewability and engagement, this shift is leading marketers to question whether true audience attention is being accurately measured.

We surveyed 300 industry professionals from publishers, agencies and brands in order to find out more about their experiences of measuring success, priorities and desires to move beyond today’s standards.

In this guide you will discover:

• A comprehensive overview of the current state of the industry, including the metrics that brands and agencies use to assess the quality of audience attention
• Insight into how best to prioritize quality audience attention
• How to find the right balance between providing quality user experience and securing ad revenue