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Max Kalehoff discusses new ways to think about engagement. Number six focuses specifically on attention:

6. Respect of consumer’s attention metadata. Finally, media are going digital, and consumer attention and behavioral metadata will become the lifeblood of advertising research, profiling and relationship management–arguably the new core building blocks of engagement. This is especially true considering massive audience fragmentation and serious declines in traditional research panel response rates. As we move more to a direct model, any discussion of engagement must embrace a newfound respect for the fact that: 1) consumers’ attention is a valuable commodity to them, 2) consumers own their attention data, and 3) consumers are becoming more aware of how precious it really is.