Quality Attention™ Provides Publishers and SSPs with Actionable Attention Metrics that Enable a Greater Demonstration of Value to Advertisers

Integral Ad Science, a leading global media measurement and optimization platform, has announced the launch of its Quality Attention™ measurement product for publishers and sell-side platforms (SSPs). This enhancement empowers publishers with actionable insights on their inventory, enabling improved yield optimization and the creation of new revenue opportunities.

• Enhanced Quality Attention Metrics:

  • The new metrics and scores, previously exclusive to advertisers, allow publishers and SSPs to demonstrate inventory quality effectively. This innovation enables a standardized ecosystem where both buy- and sell-side entities can transact based on attention metrics.

• Benefits for Publishers and SSPs:

  • The Quality Attention product offers several advantages:
    • Revenue Opportunity: Publishers can drive yield and maximize revenue through IAS attention scores, which correlate strongly with campaign performance. Brands that focus on these scores can achieve up to a 130% lift in conversion rates.
    • Transparency into Advertiser Performance: Enhanced visibility into how ad visibility, environment, and customer interactions impact campaign effectiveness aids publishers in understanding advertiser performance.
    • Inventory Potential: Continuous optimization of ad formats and placements is achievable using attention insights, leading to improved site experiences.
    • Unique Revenue Streams: Publishers can create new revenue streams by packaging attention data into custom segments targeting unique, highly engaged audiences.

• Utilization of Advanced Technology:

  • IAS employs advanced machine learning technology to weigh various signals—such as viewability and user interaction—into a single attention score. This results in actionable insights, enabling publishers to leverage their best-performing inventory and justify CPMs by delivering better performance.

• Industry Endorsements:

  • Jacquie Pelusi, Senior Director of Commercial Operations at Tripadvisor, expressed enthusiasm for the new capabilities: “We want to communicate the value of advertising on our site and will leverage these attention metrics to deliver enhanced value and drive impact for our advertisers.”

As publishers seek data-driven insights to attract and retain advertiser investments, IAS's Quality Attention™ measurement product stands out as a vital tool for uncovering insights that drive revenue. With the ability to create custom segments and packages, publishers can explore unique monetization opportunities and enhance their offerings in the advertising landscape.