New Pre-bid Product Allows Advertisers to
Optimize Campaigns to Deliver High Attention Scores That Maximize
Campaign Performance and Scale
IAS Will Now Also Offer New Social Attention
Reporting in Partnership with Lumen Research to Give Advertisers
Holistic Reporting Across Social Platforms and Open Web via
IAS
NEW
YORK, Dec. 17, 2024 /PRNewswire/ -- Integral Ad
Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today announced the release of its new
Quality Attention™ Optimization product in beta. In addition, IAS
is announcing a new, first-to-market partnership with Lumen
Research, the global attention technology company, to offer Social
Attention measurement through IAS and provide advertisers the
ability to measure attention across both programmatic and social
campaigns.
As the only attention measurement product in-market to unify
media quality and eye tracking with machine learning to deliver
proven results, IAS Quality Attention already demonstrates the
effectiveness of attention for advertisers to drive a lift in
business outcomes, with campaigns achieving up to a 130% lift in
conversion rates when comparing high attention impressions vs low
attention.
With IAS's new Quality Attention Optimization product,
advertisers have a new, simplified and automated way to optimize
their campaigns towards high-attention scoring impressions or away
from low-attention scoring impressions, driving up attention scores
and performance across digital display and video on the
open-web.
"Marketers want to understand two things about their ad budgets,
'is it working?' and 'what can I do about it?'", said Srishti Gupta, Chief Product Officer of IAS.
"Attention is rightly growing as a way to answer those questions,
going beyond isolated metrics like viewability, to truly understand
how consumers are engaging and interacting with brands' ads. Our
attention measurement is already industry-leading to answer the
first question, and Quality Attention Optimization brings a new,
simple way for advertisers to action insights from their
measurement scores to boost their results."
Advertisers can improve their ROI through IAS Quality
Attention Optimization by:
- Reducing Cost/Waste: Optimize away from low-attention
inventory sources to improve performance across the marketing
funnel.
- Reach: Target high quality placements to achieve greater
reach as more ads are seen with greater attention.
- Awareness: With more brand and product choices for
consumers now than ever before, advertisers can drive awareness by
showing ads where they stand to garner the most attention.
- Consideration: Meet/exceed KPIs by ensuring ads appear
in environments that are optimal for success.
Gupta continues: "Alongside our Quality Attention product,
bringing social attention measurement with Lumen to our customers
offers a holistic approach to understanding how their campaigns are
driving attention with consumers across platforms and screens, in
order to maximize their return on ad spend, and we're excited to
keep building on our successful partnership with Lumen."
Lumen's attention models measure over 300 billion impressions
across multiple social platforms, powered by its innovative
predictive eye-tracking technology. Lumen has the largest, opted-in
eye-tracking dataset in the world, covering 30+ countries, that is
continuously updated to provide the most up-to-date models,
offering a robust way for advertisers to buy social impressions
that they can be confident are actually being seen.
"We're thrilled to partner with IAS to expand both the scope of
IAS Quality Attention and the actionability of its insights via
pre-bid segments, and to bring our Social Attention measurement
reporting to IAS customers," said Mike
Follett, CEO, Lumen Research. "Linking attention to
outcomes, then providing tools to allow advertisers to optimize for
those outcomes, are major steps on the road to a real 'Attention
Economy'."
The IAS Quality Attention Optimization beta is open to
advertisers now, and new Social Attention Measurement with Lumen
will be live for IAS customers from January
2025.
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 and provide transparent metrics to help
global advertisers increase return on investment, drive brand
consideration, and boost conversions. Measurement was expanded to
mobile-in app in July 2024, and
IAS announced its extension of Quality Attention to Publishers,
giving publishers actionable ways to maximize their inventory for
attention metrics, in October
2024.
For more information, visit
https://integralads.com/solutions/attention/
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.