IAS Unveils Quality Attention Optimisation to Enhance Advertiser ROI

Integral Ad Science, a global media measurement and optimization platform, has launched its new Quality Attention Optimisation product in beta. Additionally, IAS has formed a groundbreaking partnership with Lumen Research, a leader in attention technology, to offer social attention measurement. This collaboration enables advertisers to track attention across both programmatic and social campaigns.

IAS Quality Attention highlights the impact of attention on driving business outcomes, with campaigns seeing up to a 130 percent increase in conversion rates when comparing high-attention impressions to low-attention ones.

IAS's new Quality Attention Optimisation product provides advertisers with a simplified, automated solution to optimize campaigns towards high-attention impressions and away from low-attention ones, boosting attention scores and performance across digital display and video on the open web.

Srishti Gupta, chief product officer of IAS, stated, "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. 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," she added.

Advertisers can boost their ROI with IAS Quality Attention Optimisation by focusing on key areas. First, it reduces costs and waste by steering clear of low-attention inventory, improving performance across the marketing funnel. Second, it enhances reach by targeting high-quality placements, ensuring ads receive more attention. Third, it drives awareness in a competitive market by placing ads where attention is most likely. Finally, it boosts consideration by meeting or exceeding KPIs, ensuring ads are displayed in environments that maximize their effectiveness.

Further, Gupta stated, "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 analyze over 300 billion impressions across various social platforms, utilizing its predictive eye-tracking technology. With a vast, globally sourced eye-tracking dataset covering over 30 countries, Lumen continuously updates its models to provide the most current insights. This offers advertisers a reliable way to purchase social impressions, ensuring they are truly being seen.

Mike Follett, CEO of Lumen Research, stated, "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."

"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'," he added.

The IAS Quality Attention Optimisation beta is now available to advertisers, with the new Social Attention Measurement in partnership with Lumen set to launch for IAS customers in January 2025.