{"page":"/blog/viewability-attention-brand-safety","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Vendor","Metric and method (company description)","MRC status (9 Nov 2026)","Source"],"rows":[["Adelaide","AU, a 0 to 100 score from a machine learning model trained to outcomes; activated through DSPs as pre-bid segments, custom bidding and PMPs","Pre-audit reviewed 5/2026, audit not begun; scope covers display, video, audio, linear TV, cinema and digital OOH","Adelaide, accessed 9 Nov 2026; MRC"],["Lumen Research","Patented eye-tracking technology, founded 2013; Lumen Attention Model used for planning and buying; says a 2023 PwC audit validated the model (company claim)","Not listed","Lumen, accessed 9 Nov 2026; Lumen technology page"],["Integral Ad Science (IAS)","Quality Attention: combines visibility, situation (for example ad clutter and share of screen) and interaction signals, with eye-tracking data from Lumen","No attention accreditation listed","IAS, accessed 9 Nov 2026"],["DoubleVerify","DV Authentic Attention: more than 50 exposure and engagement data points, near real time; Universal Attention Segments updated daily","Accredited for attention metrics on desktop, mobile web and in-app (direct indexed impressions, per DV)","DV, accessed 9 Nov 2026; MRC"],["XPLN","n/d beyond the MRC entry","Audit reviewed 8/2026 for display and video viewability and attention metrics, mobile web and in-app","MRC"]],"sourceUrls":[["https://adelaidemetrics.com/","https://mediaratingcouncil.org/accreditation/services-under-review/digital"],["https://lumen-research.com/about-us/","https://lumen-research.com/attention-technology/"],["https://integralads.com/solutions/attention/"],["https://doubleverify.com/products/advertisers/verify/authentic-attention","https://mediaratingcouncil.org/accreditation/digital"],["https://mediaratingcouncil.org/accreditation/services-under-review/digital"]]}