The document discusses the role of Altmetric, a data science company that tracks attention to research outputs from various non-traditional sources like social media, news outlets, and policy documents, offering a comprehensive view of academic engagement. It highlights the increasing importance of online attention for research, providing real-time analytics and benchmarking tools for institutions and researchers. Furthermore, it emphasizes the growing demand from grant funders for proof of broader impacts, underscoring the necessity for researchers to understand how their work influences public discourse and policy.