No Attention, No Outcomes

I'm writing this for those not fortunate enough to attend the Advertising Research Foundation's recent Audience X Science conference in New York City. You will want to pay attention, because one session in particular -- the ARF's Tracy Adams' and Paul Donato's review of Phase 3 of its attention measurement validation initiative -- is all about it. You can read my previous commentaries on Phase 1 and Phase 2, but this year's session, dubbed "Attention As Signal, Or Beyond," demonstrated...