What are the differences between attention & viewability?
Viewability tells you if the ad was in view for a defined threshold. If the threshold was 2 seconds, and the ad was seen for 2 seconds, that would be a viewable impression.
Attention seeks to measure how long the potential customer was paying attention to the ad. Or engaging with the experience.
Attention is more closely aligned to a brands objectives, because it captures if the customer is paying attention to them. Nudge has found that Attention is correlated with increased conversion rate.