Advanced Television

IAS launches Quality Attention Optimisation in beta

December 17, 2024

Integral Ad Science, the media measurement and optimisation platform, has announced the release of its new Quality Attention Optimisation product in beta. In addition, IAS is announcing a new, first-to-market partnership with Lumen Research, the attention technology company, to offer Social Attention measurement through IAS and provide advertisers the ability to measure attention across both programmatic and social campaigns.

With IAS’s new Quality Attention Optimisation product, advertisers have a new, automated way to optimise 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 Optimisation brings a new, simple way for advertisers to action insights from their measurement scores to boost their results.”

Gupta continued: “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 maximise 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 predictive eye-tracking technology.

“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 optimise for those outcomes, are major steps on the road to a real ‘Attention Economy’.”

The IAS Quality Attention Optimisation beta is open to advertisers now, and new Social Attention Measurement with Lumen will be live for IAS customers from January 2025.

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