Integral Ad Science (IAS), a global leader in media measurement and optimization, has launched its new Quality Attention™ Optimization product in beta. This tool simplifies and automates the process for advertisers to optimize campaigns towards high-attention impressions, enhancing overall performance across digital display and video ads. Alongside this, IAS has partnered with Lumen Research to bring Social Attention measurement to the platform, offering advertisers the ability to measure attention across both programmatic and social campaigns.

1. The Power of Attention in Advertising:

• Revolutionizing Metrics: IAS Quality Attention™ unifies media quality, eye-tracking, and machine learning to provide advertisers with deeper insights into how consumers interact with ads.
• Proven Results: Campaigns using IAS’s attention data have seen up to a 130% lift in conversion rates by comparing high attention impressions to low attention ones.

2. New Product Features – Quality Attention Optimization:

• Automation & Simplicity: The new product automates the optimization of campaigns towards high-attention impressions, simplifying ad management and boosting campaign efficiency.
• Performance Boost: Advertisers can now increase attention scores and improve ad performance on the open web across digital display and video.

3. Optimizing ROI with IAS’s Solution:

• Reducing Cost/Waste: Advertisers can optimize away from low-attention inventory, improving performance across the marketing funnel.
• Reach & Awareness: Targeting high-attention placements increases reach, ensuring that more ads are seen with greater consumer attention.
• Boosting Consideration: By placing ads in optimal environments, advertisers can exceed KPIs and achieve better campaign outcomes.

4. Expanding the Attention Measurement Landscape with Lumen Research:

• Partnership with Lumen: IAS partners with Lumen Research to introduce Social Attention measurement, offering a comprehensive view of attention across platforms.
• Innovative Technology: Lumen’s predictive eye-tracking models, covering over 300 billion impressions globally, power the Social Attention feature, providing advertisers with precise insights into social ad performance.

5. The Future of Advertising Attention:

• Attention Economy: Linking attention to outcomes and allowing advertisers to optimize for those outcomes marks significant progress toward building an "Attention Economy."
• Upcoming Features: IAS’s Social Attention measurement feature will be available to customers starting January 2025.

IAS’s new Quality Attention™ Optimization product, combined with the Social Attention measurement partnership with Lumen Research, offers advertisers an advanced, holistic approach to optimize campaigns. By integrating attention measurement into the heart of ad strategies, IAS is helping brands maximize their return on investment and drive better outcomes across digital and social campaigns.