Attention measurement companies have provided brands new data on where attention is and isn’t happening. This move from viewability to attention changes everything. That said, the data alone has yet to provide brands a straightforward lens on why attention excels in certain channels where there are opportunities to maximize brand building without compromise. Through a meta-analysis of multiple vendors’ viewability and attention data studies, this presentation explains why attention exists in different channels and shares a data-backed perspective on the new attention rule change that could see mobile in-app rise in popularity.