IAS announces next-gen Quality Attention product
June 16, 2023
Integral Ad Science (IAS), a media measurement and optimisation platform, has announced the launch of its Quality Attention post-bid measurement product. Quality Attention combines IAS’s unique access to hundreds of billions of daily digital interactions with rigorous attention research to create a powerful way for marketers to get a greater impact from their advertising campaigns.
“Harnessing attention is pivotal to executing a successful advertising campaign. But not all attention products are created equal. IAS has created a research-backed model on attention based on outcomes and three key media signals that can predict if an impression is likely to lead to attention and results: visibility, situation, and interaction,” said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. “Only IAS has invested the time to develop a comprehensive attention product based on data, research, and testing, designed to deliver meaningful results for marketers.”
IAS has created the definitive approach that sees attention as a measure of whether or not an ad is resonating with consumers and likely to drive results – such as sales, conversions, or brand impact.
Quality Attention uses a variety of signals obtained as part of IAS’s core products, including viewability, ad density, and user interaction, and weighs them into a single attention score and three sub-scores for visibility, situation, and interaction for decisive outcomes. These three key media signals can predict if an impression is likely to lead to attention and advertising outcomes. Leveraging these signals with IAS’s scoring system provides marketers with actionable insight on attention and opens up new opportunities for advertisers to do everything from optimising messaging executions while developing creative, to evaluating which programmatic partners are driving higher attention.
The Quality Attention measurement beta will be more broadly available later in 2023.