Why publishers want attention to replace the impression

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Publishers have long lamented being held to ad success standards that don’t correlate to quality. Whether it’s clicks or impressions, publishers are often put in the position of having business incentives that don’t match up with serving their audiences.

Now, more publishers are trying to opt out of the pageview rat race. Instead, they’re pushing the idea that what their advertisers really want is not pageviews but attention. The Financial Times will next month begin selling time by the hour for any ad which is viewed for five seconds or more. And now The Economist Group is rolling out a new set of “dynamic attention metrics” to help advertisers buy time rather than impressions for their ads. Continues at digiday.com