SINGAPORE – December 18, 2024 – Integral Ad Science (IAS), a global leader in media measurement and optimization, has taken a monumental step in digital advertising by announcing the beta launch of its Quality Attention™ Optimization product. Alongside this, IAS is partnering with Lumen Research to introduce Social Attention Measurement, a first-to-market solution offering advertisers comprehensive attention insights across both programmatic and social campaigns.
The Evolution of Attention Metrics
As advertising evolves, so does the way success is measured. Moving beyond traditional metrics like viewability, IAS has redefined attention as a measurable and actionable parameter. Their Quality Attention™ Optimization tool integrates media quality, eye-tracking data, and machine learning to identify high-attention scoring impressions, enabling advertisers to amplify performance across digital channels.
According to Srishti Gupta, Chief Product Officer at IAS, “Marketers want to understand two things about their ad budgets, ‘is it working?’ and ‘what can I do about it?’ 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.”
Gupta further emphasized how this new solution simplifies ad optimization by offering actionable insights directly linked to improved business outcomes.
Unlocking New Possibilities with Social Attention Measurement
Through its partnership with Lumen Research, IAS is extending its attention-measurement expertise to social platforms. Lumen’s predictive eye-tracking technology, supported by a dataset spanning 30+ countries and 300 billion impressions, provides unmatched insights for advertisers.
Mike Follett, CEO of Lumen Research, remarked: “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. 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.’”
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Benefits of IAS’s New Tools
- Improved ROI: Eliminate low-attention inventory, ensuring better performance.
- Increased Reach: Optimize high-quality placements for maximum visibility.
- Enhanced Awareness: Capture consumer attention effectively in a crowded marketplace.
- Targeted Success: Meet KPIs by delivering ads in environments designed for engagement.
A Holistic Vision for Advertisers
The new offerings allow advertisers to:
- Seamlessly measure attention across programmatic and social platforms.
- Leverage advanced machine learning for scalable results.
- Take immediate action to optimize campaigns pre-bid.
The Quality Attention Optimization beta is available now, with Social Attention Measurement set to launch in January 2025.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in media measurement and optimization, delivering actionable data to drive superior results. With a commitment to trust and transparency, IAS ensures ads are seen in brand-safe, high-quality environments, helping advertisers and publishers maximize their ROI.
For more details, visit IAS Attention Solutions.
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