Singapore – Global media measurement and optimization platform Integral Ad Science has recently announced the general availability of its ‘Quality Attention’ measurement product – a first in unifying media quality and eye tracking with machine learning.
The new offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.
With Quality Attention, advertisers can 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.
This includes viewability, ad situation, and user interaction, and weighs them into a single attention score. 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.
In detail, Quality Attention provides global advertisers with an advanced machine learning model that views campaigns’ attention performance based on a vast data pool, a 130% lift in conversion rates when comparing high attention impressions to low attention impressions, and the combination of large consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.
Talking about this initiative, Yannis Dosios, chief commercial officer at Integral Ad Science, said, ”Attention measurement must inform actions that drive superior results for advertisers. Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance.”
“According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130% lift in conversion rates leading to a better return on their investment,” he added.