Integral Ad Science (IAS), a global leader in media measurement and optimization, has unveiled the expansion of its highly successful Quality Attention™ product, now available for publishers and sell-side platforms (SSPs). This innovative solution was previously exclusive to advertisers but is now poised to empower publishers with the data-driven insights they need to optimize inventory, enhance ad effectiveness, and unlock new revenue streams.
With this launch, IAS equips publishers and platforms with the same powerful attention metrics that advertisers have relied on, fostering a more transparent and efficient ecosystem between the buy-side and sell-side. The addition of Quality Attention™ for publishers allows them to report on similar metrics, enabling seamless transactions based on attention across the ecosystem.
A Game-Changer for Publishers and SSPs
Cameron Miille, CRO of Publica by IAS, emphasized the impact of the offering: “We are excited to help both publishers and advertisers better understand consumer behavior and improve campaign strategy. Our Quality Attention offering is purpose-built to provide meaningful insights that drive increased revenue for publishers and platforms, and result in higher conversions and ROAS for advertisers.”
This enhancement provides publishers with invaluable tools to optimize their inventory. Brands that harness IAS’s attention metrics can experience up to a 130% lift in conversion rates by focusing on higher attention scores, showing a direct correlation to campaign performance.
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Key Benefits for Publishers and Platforms
- Revenue Optimization: Publishers can now leverage IAS’s attention scores to better demonstrate the quality of their inventory to advertisers. This opens doors for higher yield optimization, backed by real data that highlights inventory potential.
- Enhanced Transparency: With a clear view of advertiser performance, publishers gain insights into how ad visibility, the surrounding environment, and user engagement impact the effectiveness of campaigns.
- Optimized Inventory Potential: Continuous optimization of ad formats, placements, and user engagement based on attention insights allows publishers to drive higher-quality site experiences and advertising outcomes.
- New Revenue Opportunities: Attention-based segments provide a unique revenue stream, as publishers package attention data into custom segments, offering advertisers highly engaged audiences.
Actionable Insights for Better Performance
Using advanced machine learning technology, IAS’s attention score aggregates signals like viewability and user interaction to provide a comprehensive metric that can guide publishers in justifying premium CPMs. The actionable insights allow them to fully capitalize on their best-performing inventory, leading to better results and stronger monetization.
Jacquie Pelusi, Senior Director, Commercial Operations at Tripadvisor, spoke on the value these metrics bring: “At Tripadvisor, we want to communicate to our partners the value of advertising on our site. We’re excited to demonstrate our audience’s engagement using attention metrics our advertisers are familiar with. We will leverage these capabilities to deliver enhanced value, provide more precise engagement, and drive even more impact.”
The Future of Publisher-Ad Optimization
As publishers strive to attract and retain advertiser investment, IAS’s Quality Attention™ continues to deliver the tools they need to uncover insights and create new monetization strategies. With these capabilities, publishers can continuously improve their offering, all while maintaining transparency and building stronger relationships with advertisers.
In July 2024, IAS expanded its Quality Attention™ measurement product for mobile in-app support. Earlier in January, IAS had introduced its general availability as the first tool to unify media quality and eye-tracking data with machine learning.
