Quality Attention™ Expands Coverage and
Improves Accuracy of Correlation Between Attention Scores and
Business Results
NEW YORK,
July 30,
2024 /PRNewswire/ -- Integral Ad Science (Nasdaq:
IAS), a leading global media measurement and optimization platform,
today announced the expansion of its Quality Attention™ measurement
product, adding support for mobile in-app environments. Quality
Attention is the first measurement product to unify media quality
and eye tracking with machine learning to deliver proven
results.
This enhancement to Quality Attention continues
IAS's commitment to providing advertisers with expanded coverage
across additional channels and formats. In addition to expanded
environment support, the Quality Attention model has improved
accuracy of the correlation between attention scores and outcomes.
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.
According to eMarketer, apps are predicted to
reach a dominant 82% share of the anticipated $200B in mobile ad spend this year. Advertisers
now have access to an attention measurement product that will drive
superior results across their mobile in-app campaigns and protect
their growing investments in mobile. In the recent IAS report,
Taking Action on Attention: Volume II, when comparing business
results between low and high attention scores, higher attention
impressions experienced success rates (e.g. conversions) that were
twice as high as those with low attention.
"It's essential for attention measurement to
drive outcomes and campaign performance for advertisers," said
Khurrum Malik, CMO of Integral Ad
Science. "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."
Quality Attention provides global advertisers
with:
- Expanded Coverage and Metrics: Measurement across
mobile in-app environments and new metrics including the number of
ads that paused, resumed, skipped and started a video ad, in
addition to volume change and sub-metrics of volume change.
- 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.
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.
"The latest enhancements to IAS's Quality
Attention offering is a step forward in creating a more accurate
picture of attention for advertisers," said Mike Follett, CEO at Lumen Research. "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."
In January 2024,
IAS announced the general availability of its Quality Attention™
measurement product – the first to unify media quality and eye
tracking with machine learning. The offering provides transparent
metrics to help global advertisers increase return on investment,
drive brand consideration, and boost conversions.
For more information, visit
https://integralads.com/solutions/attention/ or read our
recent report, Taking Action on Attention: Volume II.
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.
