{
 "accreditation": {
  "cols": [
   "Desktop",
   "Mobile web",
   "Mobile in-app",
   "CTV"
  ],
  "rows": [
   {
    "label": "DoubleVerify Authentic Attention",
    "cells": [
     "acc",
     "acc",
     "acc",
     "none"
    ],
    "src": [
     "ATT-A-S05",
     "ATT-A-S09"
    ],
    "note": "CTV accredited for impressions and viewability, not attention"
   },
   {
    "label": "xpln.ai attention metrics",
    "cells": [
     "none",
     "audit",
     "audit",
     "none"
    ],
    "src": [
     "ATT-A-S10"
    ],
    "note": "audit in process since 11/2025"
   },
   {
    "label": "Adelaide AU",
    "cells": [
     "pre",
     "pre",
     "pre",
     "ns"
    ],
    "src": [
     "ATT-A-S10"
    ],
    "note": "pre-audit reviewed 5/2026; audit not begun; scope named by channel"
   },
   {
    "label": "IAS Quality Attention",
    "cells": [
     "wd",
     "wd",
     "wd",
     "wd"
    ],
    "src": [
     "ATT-A-S07",
     "ATT-A-S09"
    ],
    "note": "removed from in-process status, January 2026"
   },
   {
    "label": "Lumen (LAMP)",
    "cells": [
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-A-S09",
     "ATT-A-S10"
    ]
   },
   {
    "label": "TVision",
    "cells": [
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-A-S11"
    ]
   },
   {
    "label": "Amplified",
    "cells": [
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-A-S10"
    ]
   }
  ],
  "accredited_cells": 3
 },
 "evidence_ladder": {
  "total_records": 48,
  "payers": [
   {
    "key": "independent",
    "label": "Independent or academic"
   },
   {
    "key": "commissioned",
    "label": "Commissioned"
   },
   {
    "key": "vendor",
    "label": "Vendor-published"
   },
   {
    "key": "unknown",
    "label": "Funding unknown"
   }
  ],
  "layers": [
   {
    "key": "validity",
    "label": "Validity for the construct",
    "counts": [
     5,
     2,
     2,
     3
    ]
   },
   {
    "key": "memory",
    "label": "Memory (recall, recognition)",
    "counts": [
     3,
     3,
     9,
     2
    ]
   },
   {
    "key": "brand",
    "label": "Brand (awareness, lift)",
    "counts": [
     2,
     3,
     12,
     3
    ]
   },
   {
    "key": "sales",
    "label": "Sales or behaviour",
    "counts": [
     3,
     0,
     8,
     1
    ]
   },
   {
    "key": "none",
    "label": "Attention level only",
    "counts": [
     0,
     0,
     6,
     0
    ]
   }
  ],
  "holdout_records": 6,
  "src": [
   "ATT-B-S05",
   "ATT-B-S09",
   "ATT-B-S06",
   "ATT-B-S04",
   "ATT-B-S03",
   "ATT-B-S01",
   "ATT-B-S10",
   "ATT-B-S11",
   "ATT-B-S17",
   "ATT-B-S16",
   "ATT-B-S18",
   "ATT-B-S14",
   "ATT-B-S15",
   "ATT-B-S12",
   "ATT-B-S20",
   "ATT-C-S01",
   "ATT-C-S03",
   "ATT-C-S04",
   "ATT-C-S05",
   "ATT-C-S06",
   "ATT-C-S07",
   "ATT-C-S08",
   "ATT-C-S09",
   "ATT-C-S10",
   "ATT-C-S12",
   "ATT-C-S13",
   "ATT-C-S14",
   "ATT-C-S15",
   "ATT-C-S16",
   "ATT-C-S17",
   "ATT-C-S18",
   "ATT-C-S19",
   "ATT-C-S20",
   "ATT-C-S21",
   "ATT-C-S23",
   "ATT-C-S25",
   "ATT-C-S27",
   "ATT-C-S31",
   "ATT-C-S32",
   "ATT-C-S33",
   "ATT-C-S34"
  ]
 },
 "guarantees": {
  "cols": [
   "Metric vendor",
   "Threshold public",
   "Remedy public",
   "Independent audit",
   "Status"
  ],
  "rows": [
   {
    "label": "A+E for Budweiser (dentsu)",
    "cells": [
     "TVision",
     "no",
     "no",
     "no",
     "done"
    ],
    "status": "Q4 2020 and Q1 2021",
    "src": [
     "ATT-F-S25",
     "ATT-F-S23"
    ]
   },
   {
    "label": "WSJ election guarantee",
    "cells": [
     "Adelaide",
     "no",
     "yes",
     "no",
     "done"
    ],
    "status": "completed 2024",
    "src": [
     "ATT-E-S11",
     "ATT-E-S12",
     "ATT-E-S13"
    ]
   },
   {
    "label": "Kargo × EssenceMediacom",
    "cells": [
     "Adelaide",
     "yes",
     "yes",
     "no",
     "done"
    ],
    "status": "campaign case",
    "src": [
     "ATT-E-S08"
    ]
   },
   {
    "label": "TripleLift Guaranteed AU deals",
    "cells": [
     "Adelaide",
     "no",
     "no",
     "no",
     "unv"
    ],
    "status": "announced 2023; status not verified",
    "src": [
     "ATT-E-S07"
    ]
   },
   {
    "label": "Teads attention guarantees",
    "cells": [
     "Adelaide",
     "no",
     "no",
     "no",
     "beta"
    ],
    "status": "pilot and beta, May 2025",
    "src": [
     "ATT-E-S02",
     "ATT-E-S03"
    ]
   },
   {
    "label": "Vevo Attention Guaranteed",
    "cells": [
     "Adelaide*",
     "no",
     "no",
     "no",
     "live"
    ],
    "status": "launched 27 Jan 2026",
    "src": [
     "ATT-E-S01"
    ]
   },
   {
    "label": "Duolingo AU Guarantees",
    "cells": [
     "Adelaide",
     "no",
     "no",
     "no",
     "ann"
    ],
    "status": "announced 15 Sep 2026",
    "src": [
     "ATT-E-S10"
    ]
   },
   {
    "label": "Adlook AU-CPM",
    "cells": [
     "Adelaide",
     "no",
     "no",
     "no",
     "unv"
    ],
    "status": "2023; status not verified",
    "src": [
     "ATT-U-S36"
    ]
   },
   {
    "label": "SeenThis Attention",
    "cells": [
     "Lumen",
     "no",
     "yes",
     "no",
     "live"
    ],
    "status": "launched 30 Jun 2026",
    "src": [
     "ATT-NFA-S01",
     "ATT-NFA-S02"
    ]
   },
   {
    "label": "Impact Media suite",
    "cells": [
     "not stated",
     "yes",
     "n/a",
     "no",
     "unv"
    ],
    "status": "announced 2024; current status not documented",
    "src": [
     "ATT-NFA-S03"
    ]
   }
  ],
  "independent_audits": 0,
  "public_threshold": 2
 },
 "channels": {
  "cols": [
   "Display",
   "Online video",
   "CTV",
   "Social",
   "Audio",
   "In-game",
   "DOOH",
   "Retail media"
  ],
  "rows": [
   {
    "label": "Adelaide AU",
    "cells": [
     "live",
     "live",
     "live",
     "claim",
     "live",
     "none",
     "claim",
     "none"
    ],
    "src": [
     "ATT-G-S01",
     "ATT-G-S03",
     "ATT-G-S04",
     "ATT-G-S05",
     "ATT-G-S06"
    ]
   },
   {
    "label": "Lumen (LAMP)",
    "cells": [
     "live",
     "live",
     "live",
     "live",
     "study",
     "study",
     "study",
     "none"
    ],
    "src": [
     "ATT-G-S11",
     "ATT-G-S12",
     "ATT-G-S13",
     "ATT-G-S14",
     "ATT-G-S16",
     "ATT-G-S24"
    ]
   },
   {
    "label": "TVision",
    "cells": [
     "none",
     "none",
     "obs",
     "none",
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-G-S26"
    ]
   },
   {
    "label": "DoubleVerify Authentic Attention",
    "cells": [
     "live",
     "live",
     "claim",
     "live",
     "none",
     "none",
     "none",
     "claim"
    ],
    "src": [
     "ATT-G-S18",
     "ATT-G-S19",
     "ATT-G-S22"
    ]
   },
   {
    "label": "IAS Quality Attention",
    "cells": [
     "live",
     "live",
     "none",
     "ann",
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-G-S23",
     "ATT-G-S24",
     "ATT-G-S25"
    ]
   },
   {
    "label": "Amplified Campaign Performance",
    "cells": [
     "live",
     "live",
     "live",
     "ann",
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-G-S27"
    ]
   },
   {
    "label": "Amplified Campaign Strategy",
    "cells": [
     "plan",
     "plan",
     "plan",
     "plan",
     "plan",
     "none",
     "plan",
     "none"
    ],
    "src": [
     "ATT-G-S27",
     "ATT-G-S28"
    ]
   },
   {
    "label": "xpln.ai attention metrics",
    "cells": [
     "live",
     "live",
     "claim",
     "claim",
     "none",
     "none",
     "none",
     "none"
    ],
    "src": [
     "ATT-A-S10",
     "ATT-XPLN-S04",
     "ATT-U-S30"
    ]
   }
  ],
  "coding": [
   {
    "channel": "Display",
    "live": 6,
    "code": "covered"
   },
   {
    "channel": "Online video",
    "live": 6,
    "code": "covered"
   },
   {
    "channel": "CTV",
    "live": 6,
    "code": "covered"
   },
   {
    "channel": "Social",
    "live": 4,
    "code": "covered"
   },
   {
    "channel": "Audio",
    "live": 1,
    "code": "thin"
   },
   {
    "channel": "In-game",
    "live": 0,
    "code": "study only"
   },
   {
    "channel": "DOOH",
    "live": 1,
    "code": "thin"
   },
   {
    "channel": "Retail media",
    "live": 1,
    "code": "thin"
   }
  ]
 },
 "protocols": {
  "cols": [
   "Schema",
   "Connector",
   "Interop test",
   "Production use",
   "Transaction"
  ],
  "rows": [
   {
    "label": "AdCP 3.1.24 · vendor-bound attention metric",
    "cells": [
     "doc",
     "test",
     "no",
     "no",
     "no"
    ],
    "src": [
     "ATT-I-S05",
     "ATT-I-S06",
     "ATT-I-S07",
     "ATT-I-S13",
     "ATT-I-S17"
    ]
   },
   {
    "label": "AdCP 3.1.24 · attention optimisation goal",
    "cells": [
     "doc",
     "no",
     "no",
     "no",
     "no"
    ],
    "src": [
     "ATT-I-S04",
     "ATT-I-S08"
    ]
   },
   {
    "label": "AdCP 3.1.24 · attention_score floor",
    "cells": [
     "doc",
     "no",
     "no",
     "no",
     "no"
    ],
    "src": [
     "ATT-I-S02",
     "ATT-I-S03"
    ]
   },
   {
    "label": "AdCP 3.0 · vendor-agnostic goal (deprecated)",
    "cells": [
     "doc",
     "no",
     "no",
     "no",
     "no"
    ],
    "src": [
     "ATT-I-S15"
    ]
   },
   {
    "label": "AAMP 2.3",
    "cells": [
     "no",
     "no",
     "no",
     "no",
     "no"
    ],
    "src": [
     "ATT-I-S26"
    ]
   },
   {
    "label": "AAMP 3.0 draft (OpenProposal)",
    "cells": [
     "gen",
     "no",
     "no",
     "no",
     "no"
    ],
    "src": [
     "ATT-I-S23"
    ]
   },
   {
    "label": "Comparator: viewability in an AdCP workflow",
    "cells": [
     "doc",
     "va",
     "no",
     "va",
     "va"
    ],
    "src": [
     "ATT-I-S08",
     "ATT-I-S27"
    ]
   }
  ],
  "attention_beyond_schema": 0
 },
 "events": [
  {
   "date": "2017-05-17",
   "lane": "Acquisitions",
   "kind": "announce",
   "label": "Tobii buys Sticky",
   "src": [
    "ATT-D-S37"
   ]
  },
  {
   "date": "2021-12-16",
   "lane": "Acquisitions",
   "kind": "announce",
   "label": "GumGum × Playground xyz",
   "src": [
    "ATT-D-S20"
   ]
  },
  {
   "date": "2024-08-19",
   "lane": "Acquisitions",
   "kind": "announce",
   "label": "Adelaide buys Rita",
   "up": true,
   "src": [
    "ATT-D-S35"
   ]
  },
  {
   "date": "2026-05-01",
   "lane": "Acquisitions",
   "kind": "close",
   "label": "Viant × TVision",
   "flip": true,
   "src": [
    "ATT-D-S02"
   ]
  },
  {
   "date": "2025-12-23",
   "lane": "Take-private, mergers",
   "kind": "close",
   "label": "Novacap takes IAS private",
   "flip": true,
   "src": [
    "ATT-D-S03"
   ]
  },
  {
   "date": "2026-08-06",
   "lane": "Take-private, mergers",
   "kind": "announce",
   "label": "Nielsen parent × DV (pending)",
   "flip": true,
   "up": true,
   "src": [
    "ATT-D-S12"
   ]
  },
  {
   "date": "2024-10-03",
   "lane": "Rebrands, spin-outs",
   "kind": "rebrand",
   "label": "GumGum Attention",
   "flip": true,
   "src": [
    "ATT-D-S22"
   ]
  },
  {
   "date": "2025-11-18",
   "lane": "Rebrands, spin-outs",
   "kind": "launch",
   "label": "Adverteyes spun out",
   "up": true,
   "flip": true,
   "src": [
    "ATT-D-S24"
   ]
  },
  {
   "date": "2024-09-30",
   "lane": "Retirements",
   "kind": "retire",
   "label": "Oracle Moat ends",
   "src": [
    "ATT-D-S18",
    "ATT-D-S19"
   ]
  }
 ],
 "surveys": [
  {
   "survey": "IAB 2023 Outlook Survey",
   "n": "223",
   "fieldwork": "2022-10-18 to 2022-11-07",
   "pct": 36,
   "src": [
    "ATT-F-S27"
   ]
  },
  {
   "survey": "IAB 2024 Outlook",
   "n": "203",
   "fieldwork": "2023-10-20 to 2023-11-09",
   "pct": 47,
   "src": [
    "ATT-F-S28"
   ]
  },
  {
   "survey": "IAB 2025 Outlook",
   "n": "200",
   "fieldwork": "Nov-Dec 2024",
   "pct": 47,
   "src": [
    "ATT-V-F-S02"
   ]
  }
 ],
 "second_pass": {
  "rows": 6,
  "cells": 66,
  "exact_pct": 78.8,
  "within_one_pct": 98.4,
  "kappa_w": 0.88,
  "band_moves": 0,
  "adjudicated": 2
 }
}