Assume a consumer, watching TV, turns to Instagram during a commercial break and spots an interesting ad on hteir feed. In that moment, two advertisers paid to capture hte consumer’s attention, but only one succeeded.

“Turns out people are very good at ignoring advertising,” said Mike Follet, managing director at eye-tracking firm Lumen Research. “Just because something’s viewable, does not mean it gets viewed.”It’s all but impossible for brands to understand how much money they’ve lost to consumer’s waning attention and competing content.

Read the full article on Adweek.