Not all impressions are created equal — Why legacy metrics are quietly failing advertisersFor 20 years, the industry has bought media on binary metrics: served, viewable, completed, clicked. A pixel is either in view or it isn't. The result is a market where a premium CTV mid-roll and a bottom-of-page leaderboard can look identical on a dashboard, even though they deliver radically different amounts of human attention. Fabien Magalon, CEO of Xpln.ai, argues that attention is the missing layer that finally makes impressions comparable — but measuring it on the media side is only half the story. Every creative carries its own attention threshold: Some need eight seconds to land, others work in three. Without mapping creative requirements against media supply, advertisers overpay for attention their creative doesn't need, and underbuy it where it does. Magalon will explain why this dual lens, not attention measurement alone, turns a metric into a decision. Attention is the new currency. But how much attention does an ad really need?For years, the industry has measured whether an ad had the chance to be seen. But viewability alone does not tell brands whether a consumer paid attention long enough to understand the message. Gina Cavallo, CRO of Xpln.ai, explores why attention is becoming a more useful measure of media and creative value especially as brands look beyond performance and viewability standards. She will discuss how Xpln.ai can identify not only how long people pay attention to an ad, but how many seconds of attention the creative actually needs to land. For marketers, that creates a more powerful way to evaluate performance, reduce waste and understand whether their media is delivering real comprehension, not just exposure.