| | JUNE 20228IN MY OPINIONhe digital advertising industry's one of the prominent promises was transparency, and this was revolutionized by the `click' metric. Click for advertisers was an ROI metric representing risk mitigation strategy resulting in large amounts of digital advertising capital allocated to digital medium.The increasing competition, pressure to deliver consistent results and overt focus on short term ROI has marred the digital advertising landscape with evils such as clickbait and other abuses. If advertisers would look closely, they would find their focus or over focus on buying `clicks', however, the clicks no longer have the same credibility they once carried. Also, digital, a advertising medium favourite for lower funnel advertisers, has moved-up in the favorability matrix for top-of the funnel advertisers. Brands characterized by nearly decrepit feedback loops and developed sales cycles, also desire ad measurement metric beyond clicks and impressions. The desire for new ad measurement originates not only because of the need for better ROI metric, but also because there is a growing understanding that digital medium metric can be used to do much more by informing advertiser subtleties about the brand performances such as how much resonance an ad created for a brand. Advertising is about buying and selling `attention', while the click is an expression of interest not expression of attention, and hence, at best a proxy for attention. With the advent of data science and big data capabilities, today, it is possible for the digital advertising industry to transition from a proxy metric to actual attention metric. An added advantage of these actual attention metrics is that they capture the consumer experience holistically.Viewability, a basic alternative unit of attention measurement, drives its value from the fact that an ad has TATTENTION METRICBy Vivek P, VP - Revenue Strategy, Times InternetVivek P, VP - Revenue Strategy
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