Singapore, July 31, 2024 – Integral Ad Science (Nasdaq: IAS), a global leader in media measurement and optimization, has announced a significant enhancement to its groundbreaking Quality Attention product. The expansion now includes support for mobile in-app environments, unifying media quality and eye-tracking with advanced machine learning to deliver unparalleled results for advertisers.
IAS’s commitment to innovation continues with this update, providing advertisers with broader coverage across additional channels and formats. The enhanced Quality Attention model has been fine-tuned to improve the accuracy of the correlation between attention scores and business outcomes, such as awareness, consideration, and conversion.
Also Read: Havas Host Appoints Sebastian Vizor as Executive Creative Director to Usher in a New Era of Creativity
Khurrum Malik, CMO of Integral Ad Science, emphasized the importance of this enhancement, stating, “It’s essential for attention measurement to drive outcomes and campaign performance for advertisers. The latest enhancements to our purpose-built Quality Attention offering are expected to provide advertisers with more granular signals and expanded coverage across the channels and formats that are most important to them.”
The recent IAS report, Taking Action on Attention: Volume II, revealed that high attention impressions had conversion success rates twice as high as those with low attention. This underscores the value of IAS’s advanced measurement capabilities.
Key Features of Quality Attention:
- Expanded Coverage and Metrics: Measurement now includes mobile in-app environments with new metrics such as the number of ads that paused, resumed, skipped, or started a video ad, along with volume change and its sub-metrics.
- Advanced Machine Learning Model: A unified view of campaign attention performance, trained on billions of impressions and millions of conversion events.
- Proven Performance and Brand Results: Up to 130% lift in conversion rates for high attention impressions compared to low attention impressions, with higher attention scores seeing 91% higher brand consideration and 166% higher purchase intent.
- Unification of Media Quality with Human Attention: Combining one of the world’s largest consumer attention biometric data sets with media quality metrics, IAS provides an unmatched view of attention for global advertisers.
Mike Follett, CEO at Lumen Research, expressed excitement about the collaboration, saying, “The latest enhancements to IAS’s Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers. We were excited to combine our cutting-edge eye-tracking data with IAS’s attention model, and now advertisers have access to even more granular information across the in-app environment.”
With this enhancement, IAS continues to lead in providing transparent metrics that help global advertisers increase ROI, drive brand consideration, and boost conversions. For more information, visit Integral Ad Science.
