New Delhi: Integral Ad Science (IAS), a global leader in media measurement and optimization, has unveiled its latest innovation, Quality Attention™ Optimization, now in beta. IAS has also announced a groundbreaking partnership with Lumen Research, the global attention technology company, to launch Social Attention Measurement, empowering advertisers to measure attention across programmatic and social campaigns.
IAS’s Quality Attention™ is the first product to unify media quality, eye tracking, and machine learning to demonstrate proven results. High-attention impressions have been shown to drive up to a 130% lift in conversion rates compared to low-attention impressions, highlighting the importance of optimizing campaigns for attention.
Srishti Gupta, Chief Product Officer at IAS, explained: “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 Optimization brings a new, simple way for advertisers to action insights from their measurement scores to boost their results.”
The Quality Attention Optimization tool enables advertisers to:
Reduce Cost/Waste: Optimize away from low-attention inventory to improve campaign performance.
Increase Reach: Target high-quality placements to ensure ads are seen with greater attention.
Boost Awareness: Drive brand awareness by showing ads in environments that attract the most attention.
Enhance Consideration: Improve KPIs by placing ads in optimal environments for success.
The collaboration with Lumen Research introduces a robust Social Attention Measurement tool, leveraging Lumen’s predictive eye-tracking technology. With a global dataset spanning 300 billion impressions across 30+ countries, advertisers can measure and optimize for social impressions that are genuinely seen.
Mike Follett, CEO of Lumen Research, commented, “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’.”
The Quality Attention Optimization beta is available now, while the Social Attention Measurement tool will go live for IAS customers in January 2025.
This innovation builds on IAS’s existing Quality Attention™ measurement, first launched in January 2024, and extended to publishers and mobile in-app environments later in the year. With these advancements, IAS continues to provide advertisers with actionable, transparent metrics to maximize return on investment and drive meaningful business outcomes.
