Consumer attention is increasingly fragmented across streaming, social, traditional media and many more channels, creating a more complex environment for media buyers. As platforms compete - and collaborate - in the battle for audience attention, advertisers face growing challenges in determining where and how to invest. This presentation examines the changes in the attention economy, from the rise of ad-supported streaming and creator content to new partnerships and strategies across the wider media industry, and flags the key questions agencies will need to navigate to deliver better outcomes for clients.