SeenThis has launched an open-source framework called High-impact.js in partnership with Madington to standardize premium video delivery across the open web. The company is also shifting its focus toward attention-based metrics through a partnership with Lumen Research to move beyond traditional impression-based advertising.
Standardizing video delivery via the High-impact.js open-source framework directly addresses the technical latency that has historically relegated display video to static or slow-loading placements. By enabling HD-quality video to load instantly, SeenThis is positioning the open web as a viable alternative for brands that are currently over-indexed on CTV and social platforms like YouTube or Meta. This move aligns with the broader industry shift toward attention-based currencies, as evidenced by the 2025 IAB and MRC measurement frameworks. Watch for whether major retail advertisers adopt these 'attentive seconds' metrics to justify shifting budgets away from programmatic advertising platforms toward fragmented open-web inventory.
The industry is also seeing increased scrutiny regarding ad trafficking automation as brands look to streamline their technical stacks alongside new open-source standards, while retail CTV budgets face additional pressure from rising costs. Meanwhile, new attentive advertising metrics are gaining traction as brands seek to optimize engagement, a trend further supported by omnichannel advertising partnerships that extend reach across diverse media environments, and unified measurement strategies that help bridge the gap between linear and streaming data. As retail media revenue continues to climb, these technical standards will be critical for maintaining performance.
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