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Attention Science

Deep dives into eye-tracking data, neuro-research, and the metrics that define true engagement.

The 2026 Attention Audit: 5 CTV Data Points Defining the New Ad Economy

The 2026 Attention Audit: 5 CTV Data Points Defining the New Ad Economy

As we settle into the first quarter of 2026, the so-called streaming wars have transitioned into their most brutal phase yet. It is no longer a battle for subsc

·5 min read
From Reach to Results: Why Buyers Are Pivoting to Attention-First CTV Strategies

From Reach to Results: Why Buyers Are Pivoting to Attention-First CTV Strategies

## Executive Summary As we move into 2026, the landscape of Connected TV (CTV) has undergone a fundamental transformation. No longer an experimental line item

·6 min read
5 CTV Attention Benchmarks That Define Viewer Engagement in 2026

5 CTV Attention Benchmarks That Define Viewer Engagement in 2026

In a digital landscape where ad impressions are abundant but genuine attention is the rarest of currencies, Connected TV (CTV) has officially secured its positi

·6 min read
Live Sports Advertising in 2026: Why Attention Metrics Are the New MVP

Live Sports Advertising in 2026: Why Attention Metrics Are the New MVP

While the Super Bowl remains the gold standard for global reach, data released in February 2026 by EDO proves that audience size is no longer the sole predictor

·6 min read
Beyond Impressions: How to Leverage CTV’s 91% Completion Rate for Maximum Attention

Beyond Impressions: How to Leverage CTV’s 91% Completion Rate for Maximum Attention

As we move through the first quarter of 2026, the battle for the living room has reached a critical inflection point. No longer a burgeoning experimental channe

·6 min read