Integral Ad Science (IAS), a global media measurement and optimization platform, is introducing its new Quality Attention measurement product. This innovative offering combines media quality and eye tracking with machine learning to provide transparent metrics for global advertisers. It aims to help advertisers increase return on investment, drive brand consideration, and boost conversions.
The Quality Attention product utilizes advanced machine learning technology, as well as actionable data from Lumen Research’s eye-tracking technology. It also incorporates various signals from IAS’s core technology, such as viewability, ad situation, and user interaction, to create a comprehensive attention score.
The attention model developed by IAS is designed to predict whether an impression is more likely to generate business results, such as awareness, consideration, and conversion. Advertisers can leverage this information to improve their campaign performance and achieve proven results.
Yannis Dosios, Chief Commercial Officer at Integral Ad Science, emphasizes the importance of attention measurement in driving superior outcomes for advertisers. Dosios states, “Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter and understand how media visibility, the ad environment, and customer interaction impact campaign performance. Brands that focus on driving higher IAS attention scores can achieve up to a 130% lift in conversion rates, leading to a better return on their investment.”
Quality Attention provides global advertisers with several key features, including an advanced machine learning model that offers a comprehensive view of campaigns’ attention performance. The model is trained using a vast pool of data comprising billions of impressions and millions of conversion events.
The product has demonstrated proven performance and brand results, with high attention impressions compared to low attention impressions resulting in a 130% lift in conversion rates. Additionally, greater attention scores are associated with 91% higher brand consideration and 166% higher purchase intent.
IAS is the first company to combine consumer attention biometric data with media quality metrics, providing advertisers with the most accurate representation of attention. This integration allows advertisers to understand the impact of attention on reducing ad fatigue, improving inventory quality, and enhancing media key performance indicators (KPIs).
Global healthcare company Sanofi has already partnered with IAS as part of their efforts to move beyond traditional methods of measuring media performance. The collaboration has provided valuable insights into the role of attention in reducing ad clutter, improving inventory quality, and optimizing media KPIs.
IAS’s partnership with Lumen Research in 2023 has been instrumental in revolutionizing the measurement of digital advertising impressions for attention-first advertising. Now, IAS customers will have even more accurate tracking capabilities to identify which ad impressions have captured attention and are likely to drive business results.
Mike Follett, CEO at Lumen Research, expresses his excitement about the evolution of their partnership with IAS. He highlights the access to robust predictive attention models at scale that this collaboration offers advertisers, thanks to the integration of cutting-edge eye-tracking data with IAS’s attention model.
The source of the article is from the blog mgz.com.tw