Free Hand | July 2025

Attention has become a key metric in measuring ad performance, complementing or even replacing legacy KPIs like viewability and completion rate, now seen as insufficient. Attention tracker solutions refine this measurement, putting increasing pressure on OpenWeb ad networks.

News publishers, in particular, struggle to deliver the attention levels advertisers now demand. Compared to TV or social media, their formats underperform and risk being excluded from media plans.

Only innovative formats like the one offered by ViewPay.tv can significantly boost attention and performance. This technology is available to all ad networks, under license or managed service.