The Interactive Advertising Bureau (IAB) identifies four ways of measuring attention: 

• Data-based signal tracking
• Visual tracking
• Physiological and neurological observations
• Panel and survey-based methodologies

In this article, we’re going to go over the different tools used for each of these measurement approaches.

What tool is used to measure data-based signals?

Time-in-view

Attention tracking tools use three primary elements: viewport detection, pixel measurement, and duration tracking. 

The viewport is the amount of a webpage that is visible on the screen. The size of the viewport depends on the device you’re using. For instance, a phone has a smaller viewport than a laptop. If you want to see other sections outside of the viewport, you have to scroll. A viewport detection tool checks to see if an ad is within the viewport. 

A pixel is the smallest unit of measurement for digital images. The more pixels an image has, the sharper it is, and the higher its resolution. Pixel measurement calculates how much screen space (in pixels) an ad takes up. 

Finally, duration tracking looks at the exact milliseconds or seconds that an ad is within the viewport. 

Audible time

Audible time tracks how long an ad’s audio plays and how capable it is of being heard. The audible time measurement can have different values based on whether audible time with captions and audible time at different volume levels is measured.

Scroll depth

Scroll depth measures how far you scroll on a web page before switching to another page. 

Click-through rates

The click-through rate is the percentage of people who click on an ad or link after seeing it. So if 10 people look at your ad, and 2 click on it, you have a click-through rate of 20 percent.

Interaction metrics like hovers and pauses

Interaction metrics like hovers and pauses tell organizations what has drawn your attention, even for a moment, so they can begin to optimize their content, ads, and offerings around the majority. 

This is done using tracking browser event listeners. Browser event listeners are JavaScript functions that track specific actions or events on a web browser. 

What tool is used to measure eye tracking and gaze tracking?

The tools used for eye tracking and gaze tracking use near-infrared light and cameras through Pupil Center Corneal Reflection (PCCR) to measure “glint angles” in the eye and cornea. Organizations can also use AI software running on webcams.

What tool is used to measure microexpressions?

Microexpressions are expressions that last for half a second or less. They are measured using anatomical coding manuals, software for human training, and automated computer vision algorithms. The Facial Action Coding System (FACS) was developed by Paul Ekman and Wallace Friesen. Examples of human training and measurement tools include the Micro Expressions Training Tool (METT) and the Subtle Expressions Training Tool (SETT). Examples of computational frameworks include Optical Flow (OF) and Local Binary Pattern (LBP). Deep learning models include Convolutional Neural Networks (CNNs) and Support Vector Machines (SVMs). 

What tools are used to make physiological and neurological observations about attention?

Making physiological and neurological observations about attention can be done using a broad range of tools including:

• Electroencephalography (ECG)
• Functional Magnetic Resonance Imaging (fMRI)
• Functional Near-Infrared Spectroscopy (fNIRS)
• Magnetoencephalography (MEG)
• Pupillometry
• Heart rate variability (HRV)
• Galvanic skin response (GSR)

What tool is used to measure panel and survey-based methodologies?

Consumer insight and survey platforms help organizations execute panel- and survey-based methods. They include:

• Qualtrics
• SurveyMonkey
• QuestionPro
• ForstaSurveys
• AYTM