What attention data is captured from a collection?

At the measurement level, we define attention uniquely by platform.

For TV; 
1) active attention, eyes on screen

2) passive attention, in room but looking away from screen (e.g. second screening with mobile device) 

3) non-attention, not in room.

Mobile / desktop;
1) active attention, eyes on screen, eyes on ad

2) passive attention, eyes on screen but not on ad

3) non-attention, eyes not on screen at all.

This data can then be used to identify attention paid at a platform and format level as well as a variety of mediating factors such as context, demographics and creative nuances.