IAB, MRC Propose First-Ever Attention Metrics Framework For Audio And Other Media.

The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) have released their first jointly-developed attention measurement guidelines for public comment. The guidelines offer a structured framework for the consistent measurement and reporting of attention across media. They were developed by the IAB Attention Task Force, a group of more than 200 members from across the advertising, media, and measurement industries.

“Attention is getting a lot of, well, attention — but without a shared standard, it’s become a bit of a Wild West situation,” IAB VP Angelina Eng says. “Right now, there are too many different ways to measure and define it, which creates confusion and makes it hard to compare results or build trust.”

The measurement guidelines outline four primary methodological approaches — data signals, visual tracking, physiological and neurological observations, and panel or survey-based inputs. They create shared requirements that can be applied across formats and platforms, from podcasts and digital audio or video, to mobile apps. The IAB says by reducing reliance on inconsistent or proprietary methodologies, they give all sides of the ecosystem a common baseline for comparing attention metrics and aligning them to business outcomes.

“These guidelines are about bringing order to the chaos,” Eng says. “They lay down a clear, consistent foundation so that attention can be measured in a way that’s credible, useful, and ready for where the industry is headed.”

The IAB says the proposed attention measurement guidelines establish clear parameters around how attention should be applied in practice — not as a replacement for delivery or outcome metrics, but as a complementary signal that can enhance how exposure and engagement are understood. By aligning methodologies, definitions, and reporting principles, the framework aims to reduce ambiguity and support more confident decision-making across planning, buying, and evaluation. IAB says it gives the industry a way to move beyond experimentation and begin operationalizing attention with greater consistency and accountability.

“This is about creating the conditions for trust — and ultimately, investment — in attention as a reliable indicator of exposure and engagement,” Eng says. “But it only works if the industry leans in during this public comment period and helps shape something we can all stand behind.”

 The release of the proposed guidelines begins a 60-day comment period, which will run through July 12. The IAB says it is looking for feedback from publishers, platforms, advertisers, agencies, and measurement providers. A final version is expected to be released before the end of 2025, laying the groundwork for future Media Rating Council accreditation audits of attention measurement services.

Ron Pinelli, Senior VP of Digital Research and Standards at the MRC, says from its standpoint measurement only works when it’s grounded in rigor and ready for real-world scrutiny. And that is why it is important to have industry-accepted requirements for consistent measurement and reporting of attention metrics.

“These guidelines represent a framework for attention measurement across various methodological approaches including data validation, empirical support for models used and transparency in the form of reporting and disclosure,” Pinelli says. “They define not just what attention is, but how to measure it with quality and consistency in a way that’s transparent, comparable, and built to inform future validation through independent audit and accreditation.”

Read the draft Attention Measurement Guidelines HERE.