The digital media landscape's explosion has reshaped the advertising industry. With a surge in digital technologies, reaching mass audiences via traditional means, like TV adverts, has become challenging. This evolution has fostered the 'attention economy', where marketers compete for fragmented consumer attention amidst increasing ad-skipping tendencies.

Ebiquity, partnering with Lumen Research and TVision, unveiled a pioneering report titled "The Challenge of Attention". This research introduces an innovative metric: aCPM (cost per thousand seconds of attention), developed by combining Ebiquity's cost data, Lumen's digital advertising insights, and TVision's TV attention details. This metric seeks to harmonise attention values across TV and digital media.

Emphasising the significance of attention in advertising's efficacy, the report suggests that planning media campaigns around attention data is vital. This new metric, while not the definitive answer, represents a step towards a more holistic advertising impact measurement in today's fragmented media environment.