With the advent and influence of digital technologies, in the conditions of deficient consumer attention, the volume of available information has increased significantly, and the space in which this information becomes available has changed. As a result, the problem of rationally distributing limited attention has emerged. Users are creating a database of desirable information themselves, giving the opportunity to social networks to customize the information feed, tailor content targeted at particular users, and continuously make enticing suggestions. As for the users, they are on the passive, receiving end, “forced” to consume the imposed content. As a result, the attention economy is being formed as an invisible market, where information is exchanged for attention. The former is in surplus, and the latter is in deficit, determined by the interests of the owner, and more importantly, limited in time and circumstance but vulnerable to manipulation. In the attention economy, the behaviors of the information owner and the user are asymmetrical: the former is trying to sell an innovative product, while the latter is trying to rationally use the resource called attention. As a result, to gain profit in the digital society, attracting consumers’ attention, eliciting consumers’ interest, and consequently, offering information as beneficial or appealing are all becoming factors for its dissemination and use. The goal of the attention economy is to create a market, in which both the users/consumers and entrepreneurs/producers are happy. The former is happy to havebought the desired information, and the latter to have soldthe advertised product. However, after satisfying a need or a want, humans usually have new ones and their attention yet again becomes the subject of fierce competition. This never-ending cycle is one of the stimulating factors for innovation and development. There are three strategies to abstain from consuming surplus/unnecessary information: digital detox, ignoring information, and critical assessment. Consumer attention and trust in the source of information create a positive emotional feeling or impression, which is regarded as a prerequisite for consuming information. Keywords: digital technologies, content, deficit, advertising, cognitive, network, gadget.