Quality Attention™ Provides Actionable
Attention Metrics that Tie to Business Results for Global
Advertisers
NEW
YORK, Jan. 4, 2024 /PRNewswire/ -- Integral Ad
Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today announced the general availability of
its Quality Attention™ measurement product – the first to unify
media quality and eye tracking with machine learning. The new
offering provides transparent metrics to help global advertisers
increase return on investment, drive brand consideration, and boost
conversions.
With Quality Attention, advertisers can capture higher attention
to drive campaign performance and unlock proven results. Quality
Attention uses advanced machine learning technology, actionable
data from Lumen Research's eye-tracking technology, and a variety
of signals obtained as part of IAS's core technology, including
viewability, ad situation, and user interaction, and weighs them
into a single attention score. IAS's attention model is designed to
predict if an impression is more likely to lead to a business
result including awareness, consideration, and conversion.
"Attention measurement must inform actions that drive superior
results for advertisers," said Yannis
Dosios, Chief Commercial Officer, Integral Ad Science. "Our
Quality Attention offering is purpose-built to help brands and
agencies navigate through media clutter to seamlessly understand
how media visibility, the ad environment, and customer interaction
impact campaign performance. According to our research, brands that
focus on driving higher IAS attention scores achieve up to a 130%
lift in conversion rates leading to a better return on their
investment."
Quality Attention provides global advertisers with:
- An Advanced Machine Learning Model: A singular view
of campaigns' attention performance, trained based on a pool of
data consisting of billions of impressions and millions of
conversion events.
- Proven Performance and Brand Results: Up to a 130%
lift in conversion rates when comparing high attention impressions
to low attention impressions, with greater attention scores seeing
91% higher brand consideration and 166% higher purchase
intent.
- Unification of Media Quality with Human
Attention: IAS is the first company to combine one of the
world's largest consumer attention biometric data sets with media
quality metrics to provide the most accurate picture of attention
for global advertisers.
Global healthcare company, Sanofi, has partnered with IAS as
they move beyond traditional ways of measuring media performance.
"We know that ad clutter is not only a frustrating consumer
experience, but it also correlates with attention and carbon
footprint: less ad clutter = more attention and less carbon," said
Anna Kechekmadze, Global Digital Media Lead at Sanofi CHC. "Our
partnership with IAS on Quality Attention is giving us insight into
how attention plays a role in reducing ad fatigue, getting better
inventory quality and improving media KPIs."
IAS and Lumen Research announced their initial partnership in
2023 to change the way digital advertising impressions are measured
for attention-first advertising. Now, IAS customers will have an
even more powerful way to accurately track which ad impressions
have captured attention and are likely to yield business
results.
"We are excited about the evolution of our partnership with IAS
and how we are offering advertisers a transparent and more accurate
picture of attention," said Mike
Follett, CEO at Lumen Research. "By bringing our
cutting-edge eye-tracking data to IAS's attention model,
advertisers have access to the most robust predictive attention
models at scale."
For more information, visit
https://integralads.com/solutions/attention/ or read our
recent report, The Attention Payoff.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers. Our
mission is to be the global benchmark for trust and transparency in
digital media quality. For more information, visit
integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.