Welcome to the Attention Council
Promoting thought leadership in the attention economy
Our Objective
The Attention Council promotes the use of attention metrics to create incentives that align all stakeholders in the media and advertising ecosystem. Research from TAC members has proven that low-clutter, high-attention and consumer-friendly experiences deliver the most effective impact for brands.
When advertisers can measure the quality of digital placements through the lens of attention metrics, we believe demand for higher quality placements will increase. This then creates economic incentives for publishers to offer experiences that respect consumers and deliver value to brands.
Areas of Focus
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Quality
Promotion of attention metrics as measures of media quality
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Ethics
Examination and discussion of the ethical considerations of attention measurement
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Research
Presentation of leading research on attention metrics and their impact on brand outcomes
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Education
Instruction on, and lobbying for, the use of attention metrics within the industry
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Currency
Exploration of an attention-based currency for the purpose of media buying and selling
Who We Are
TAC is a community of researchers, agencies, publishers, and holding companies focused on improving outcomes. TAC was founded by Karen Nelson Field (Amplified Intelligence) and Marc Guldimann (Adelaide) in 2019 to drive the broader use of attention metrics across the advertising and marketing industries. As a not-for-profit membership organization, the Attention Council will work with industry professionals, academics, technology vendors, and insights companies to achieve this goal.
Helmed by measurement innovator Andy Brown, the TAC board includes Marc Guldimann (Adelaide), Yan Liu (TVision), Ezra Pierce (Avocet), Sorin Patilinet (Mars), and Paolo Provinciali (AB In-Bev),
Andy Brown, CEO
Board Members
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Marc Guldimann
Adelaide
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Paolo Provinciali
LinkedIn
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Ezra Pierce
Avocet
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Sorin Patilinet
Mars
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Yan Liu
TVision
Member Organizations
