OpenX and TVision launched OpenX Attention Targeting, a connected TV pre-bid capability that converts TVision’s panel-based, second-by-second attention measurement into real-time activation signals within OpenX’s bidstream via OpenXSelect. The integration allows CTV buyers to use impression-level attention scores as a targeting parameter when curating programmatic CTV deals, shifting attention data from post-campaign reporting to pre-auction optimization. The announcement is positioned amid broader industry focus on improving CTV ad quality and measurement, including concerns about TV-off impressions and new attention measurement standards from MRC and IAB.
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Add as preferred sourceCTV is trying to graduate from “served impressions” to “valuable impressions,” and pre-bid attention is a direct attempt to price that difference into programmatic pipes. If attention becomes a first-class targeting input, it will reshape how PMPs are packaged, how supply is valued, and how buyers justify premium CPMs—especially as scrutiny grows around TV-off delivery and measurement standards solidify. The emerging meme: attention isn’t just a KPI anymore; it’s a bid modifier. Expect a new arms race over whose attention model becomes the de facto currency—and who gets accused of attention-washing.
