Advanced Television

IAS launches Quality Attention measurement product

January 4, 2024

Integral Ad Science, the media measurement and optimisation platform, has announced the general availability of its Quality Attention measurement product – which unifies media quality and eye tracking with machine learning. The new offering provides transparent metrics to help advertisers increase return on investment, drive brand consideration, and boost conversions.

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. 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.

“Attention measurement must inform actions that drive superior results for advertisers,” said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. “Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130 per cent lift in conversion rates leading to a better return on their investment.”

Global healthcare company, Sanofi, has partnered with IAS as they move beyond traditional ways of measuring media performance.

“We know that ad clutter is not only a frustrating consumer experience, but it also correlates with attention and carbon footprint: less ad clutter = more attention and less carbon,” said Anna Kechekmadze, Global Digital Media Lead at Sanofi CHC. “Our partnership with IAS on Quality Attention is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs.”

IAS and Lumen Research announced their initial partnership in 2023 to change the way digital advertising impressions are measured for attention-first advertising.

“We are excited about the evolution of our partnership with IAS and how we are offering  advertisers a transparent and more accurate picture of attention,” commented Mike Follett, CEO at Lumen Research. “By bringing our cutting-edge eye-tracking data to IAS’s attention model, advertisers  have access to the most robust predictive attention models at scale.”

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