Attention isn’t a new metric. It’s a renewed one — because the context around it has evolved, and that context has put it back at the centre.
This is where we started on the stage of The Power of Attention, the Open Forum hosted by The Trade Desk at Fondazione Riccardo Catella in Milan. “A day dedicated to brands, premium publishers and decision-makers, built around the question running through the whole market right now: from buzzword to business signal, what is the real power of attention?”

Premium, data and advanced planning

With Alessio Di Bartolo, Adtelier brought its experience to the panel How Premium Wins with Attention, Data & Advanced Planning, moderated by Francesco Bassoli, alongside Beatrice Fabiano (Adsquare), Edmondo Lucchi (NIQ) and Valentina Meucci (WPP Media). A conversation on how premium inventory, data and more advanced planning can work together — and on the role attention plays within that fit.
Starting from our own experience and from the adoption models through which we take measurement beyond the media, “if we had to simplify, attention is the metric adjacent to the media that is most accountable for the search for balance between efficiency and effectiveness — or, to put it more plainly, between cost and value. It doesn’t replace the other metrics. It needs to be brought into a system, within a defined measurement framework, where first- and third-party data coexist. Tests and experiments, attribution and modelling. It’s in this coexistence — not in substitution — that attention expresses its real value”.
As an independent, research and development means this too: finding, for measurement, a media-neutral function, built on interoperability and a real capacity for reactivation. It’s the direction we believe in, and the direction new studies will be coming from shortly.