Dive Brief: 

• A survey from Digital Context Next shows that 80% of premium publishers want to sell ads based on time spent—rather than clicks or impressions. 
• Although interest is strong, publishers cited lack of measurement, research on ad effectiveness, and lack of marketers and ad agency interest as hurdles to selling based on time spent. 
• The survey comes shortly after organizations like Nielsen and Yahoo have released research showing that time-spent or "dwell time" is a better measurement for ad effectiveness. 

Dive Insight: 

These publisher responses underscore the reasons why time spent might become the next big metric for ad effectiveness. But before it can become mainstream, more publishers will have to jump on board. As more publishers voice their concerns and more start charging by time spent instead of impression, we should see the industry start to shift.