Quality Attention™ Expands Coverage and Improves Accuracy of Correlation Between Attention Scores and Business Results

Integral Ad Science (IAS), a global leader in media measurement and optimization, has announced the expansion of its Quality Attention™ measurement product to include mobile in-app environments. This update enhances IAS’s ability to deliver accurate and actionable insights by combining media quality metrics with advanced eye tracking and machine learning.

Key Enhancements

• Expanded Coverage
  • Mobile In-App Environments
  • New Metrics
    • Number of ads paused, resumed, skipped, and started.
    • Volume change and sub-metrics of volume change.
• Advanced Machine Learning Model
  • Singular view of campaign attention performance.
  • Trained on billions of impressions and millions of conversion events.

Impact on Advertisers

• Market Context
  • Mobile apps are expected to capture 82% of the $200B in mobile ad spend this year (eMarketer).
• Performance Insights
  • Higher attention impressions result in conversion rates up to 130% higher.
  • Increased attention scores correlate with 91% higher brand consideration and 166% higher purchase intent.
• Enhanced Accuracy
  • Improved correlation between attention scores and business outcomes such as awareness, consideration, and conversion.

Product Features

• Unification of Media Quality with Human Attention
  • Combines a vast consumer attention biometric data set with media quality metrics.
  • Provides a comprehensive picture of attention for global advertisers.
• Granular Metrics
  • Includes data from viewability, ad situation, user interaction, and eye-tracking technology.

Statements from Industry Leaders

• Khurrum Malik, CMO of IAS
  • Emphasized the importance of attention measurement in driving outcomes and campaign performance.
  • Highlighted the expanded coverage and granular insights provided by the latest enhancements.
• Mike Follett, CEO at Lumen Research
  • Expressed excitement about the integration of Lumen’s eye-tracking data with IAS’s attention model.
  • Noted the availability of more detailed information across the in-app environment.

The expansion of IAS’s Quality Attention™ measurement product to mobile in-app environments represents a significant advancement in media measurement. By integrating eye-tracking technology with machine learning, IAS provides advertisers with more precise insights into attention, helping them optimize their campaigns and maximize returns.