Attention measurement in CTV accelerates through DSP integrations and new products

Adelaide pre-bid attention scores now reach DV360 and Amazon DSP, while Lumen, TVision, Viant, InMobi, Microsoft Advertising, and Teads expand CTV attention products and validation. TVision's Ad Scoreboard 2.0 adds second-by-second person-level attention, presence, co-viewing, and creative diagnostics, reinforcing the move toward actionable optimization while leaving standardization, calibration, coverage, and independent validation unresolved.