Attention gets talked about a lot in our industry, but there isn’t a universal understanding of what constitutes it or how to best measure it. Understanding and quantifying attention not only helps advertisers see what captures consumer interest but also sheds light on the visibility and quality of ads. To kick off Season 16 of The IAB UK Podcast, we turned our attention to attention with a live recording from August's Last Thursday Club. Pat Hann, Ad Tech Manager at IAB UK, was joined by GumGum’s Peter Wallace, Allwyn UK’s Rachel Moss and Meta’s Rob Smallwood to discuss why attention is so tricky to scale up, the difference between good and bad attention, and how we marry the metric with current sustainability efforts.   Read more about the IAB's work on attention at https://www.iabuk.com/attention Hosted on Acast. See acast.com/privacy for more information.