Remember when the digital ad industry was obsessed with erasing fraud. While that fight has been waged and substantial progress made, there is another battle for brand marketers to fight in their perennial efforts to maximize ROI. They should now prioritize the optimizing of consumer attention in CTV/OTT and other online videos as the next frontier. The emphasis on fighting bots and other perpetrators of digital ad fraud is an ongoing noble endeavor, but there is other major damage being done right under brands’ noses—according to industry sources, roughly $10B is wasted each year on video ads that are only partially in-view. This means your message is all too often not being received, let alone absorbed by the viewers with whom you want to engage. This must stop now!