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2/4 - The Value of Attention.

3. Super attention’ versus ‘super users’: Driving media spend. “Super consumption,” however, doesn’t always translate to “super spending,” and attention can help to explain the gap.

4. The more attentive media consumers are, the more likely they are to spend.

5. The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) have established a set of standards in response to growing demand for attention measurement, but results have been mixed.