Time-based metrics enforce the need for viewability. Viewability continues to create unrest because publishers are realizing they’re losing a percentage of impressions but not getting paid a higher rate for guaranteeing viewability—which is where time-based measurement comes into play.

Time-based metrics create an inventory constraint that will reintroduce scarcity into the market. Time cannot be manufactured and provides a zero sum game in which quality ultimately garners repeat attention and loyalty.

Attention metrics will naturally divert revenue to higher valued content – the content consumers really want to see and engage with. Content providers can then invest in future content and sell on this value, rather than a placement.

Time-based metrics provide a better measure of advertising success than click-through rate. A growing body of evidence suggests a strong correlation between exposure and advertising effectiveness metrics, including a study by Moat and BrightRoll which found that viewability alone provides a 104% lift to brand recall.

Yes, 80% of publishers surveyed by DCN are already tracking attention—while 16% plan on starting within six months.

Publishers identify a lack of standard metrics and measurement as the main obstacle to adopting time as a currency. The second and third most commonly identified obstacles are lack of research demonstrating time is correlated to ad effectiveness and lack of marketer and ad agency education and interest.