Singapore – Integral Ad Science (IAS) has announced the expansion of its ‘Quality Attention’ measurement product, adding support for mobile in-app environments. ‘Quality Attention’ is the first measurement product to unify media quality and eye tracking with machine learning to deliver proven results.
This enhancement to ‘Quality Attention’ continues IAS’s commitment to providing advertisers with expanded coverage across additional channels and formats. In addition to expanded environment support, the ‘Quality Attention’ model has improved accuracy of the correlation between attention scores and outcomes.
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.
Said attention model provides advertisers with measurement across mobile in-app environments and new metrics including the number of ads that paused, resumed, skipped and started a video ad, in addition to volume change and sub-metrics of volume change. Moreover, it will give advertisers a singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
‘Quality Attention’ also allows advertisers to 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.
Khurrum Malik, chief marketing officer of Integral Ad Science, said, “It’s essential for attention measurement to drive outcomes and campaign performance for advertisers. The latest enhancements to our purpose-built Quality Attention offering are expected to provide advertisers with more granular signals and expanded coverage across the channels and formats that are most important to them.”
Meanwhile, Mike Follett, CEO at Lumen Research, commented, “The latest enhancements to IAS’s Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers. We were excited to combine our cutting-edge eye-tracking data with IAS’s attention model and now advertisers have access to even more granular information across the in-app environment.”
