AAX — ATTENTION AUDIT INDEX
AAX independently audits your measurement stack across five layers and documents it against the IAB/MRC Attention Measurement Guidelines. For publishers, brands, and agencies operating in the attention economy.
WHAT YOU GET
A structured audit report across five measurement layers: bot filtration, human presence signals, content mapping, aTime methodology, and attention intensity. Delivered as documentation your clients, auditors, and regulators can verify.
WHO IT'S FOR
Publishers who want to sell premium attention-based inventory. Brands who need proof that what they bought was real attention. Agencies who need auditable documentation for clients operating under GDPR, EU AI Act, or IAB/MRC guidelines. Banking, pharma, and regulated industries where measurement transparency is a legal requirement.
THE PROCESS
BAX runs an independent measurement tag in parallel with your existing stack. We compare readings across all five layers. Maximum accepted variance: 5%. You receive the structured report with every reading side by side.
STANDARDS
AAX audit methodology is aligned with IAB/MRC Attention Measurement Guidelines (2025), EU AI Act transparency requirements, and GDPR data minimization principles. BAX is not a certification body. AAX gives you independent, documented evidence of how your stack measures attention.
THE FIVE LAYERS
Independent IVT verification against DoubleVerify, IAS, or HUMAN. Declared SIVT percentage compared against independent tag-side measurement over 48-72 hours.
Verification that scroll events, mouse movement, and tab visibility signals are captured and logged. Sessions without behavioral signals are excluded.
Verification that placements map to IAB Content Taxonomy v3. Ad server export compared against declared taxonomy structure.
Core audit layer. Verifies debounce at 500ms, active-tab-only time counting, and scroll depth as % of content not page. Max variance: 5%.
Methodology review of prediction model, panel, or eye-tracking approach. Documentation audit, not replication.
AAX FOR COMPLIANCE — COMMON QUESTIONS
AAX, the Attention Audit Index, is BAX's independent audit service that verifies attention measurement stacks across five layers and documents them against the IAB/MRC Attention Measurement Guidelines. BAX is the independent auditor, not a certification body.
An AAX audit covers five measurement layers: bot filtration and IVT verification, human presence signal confirmation, content and placement taxonomy mapping against IAB Content Taxonomy v3, aTime methodology verification, and attention intensity methodology review. Maximum accepted variance: 5%.
Publishers who want to sell premium attention-based inventory, brands who need proof that purchased attention was real, and agencies who require auditable documentation for clients in regulated industries. AAX is specifically designed for banking, pharma, and other regulated sectors.
AAX is available by managed access. Tell us about your measurement stack and we will scope the audit.