IAS Announces Mobile In-App Support for First Attention Product to Unify Media Quality and Eye Tracking
Integral Ad Science (IAS) has expanded its Quality Attention™ measurement product to include support for mobile in-app environments. This enhancement aims to provide advertisers with expanded coverage across additional channels and formats, improving the accuracy of correlating attention scores with business outcomes. Key features include:
1. Expanded coverage and metrics for mobile in-app environments
2. Advanced machine learning model trained on billions of impressions
3. Proven performance with up to 130% lift in conversion rates for high attention impressions
4. Unification of media quality with human attention using eye-tracking data
The expansion addresses the growing importance of mobile apps, which are predicted to account for 82% of the $200B mobile ad spend this year. IAS's attention model is designed to predict if an impression is more likely to lead to business results such as awareness, consideration, and conversion.
Integral Ad Science (IAS) ha ampliato il suo prodotto di misurazione Quality Attention™ per includere il supporto per ambienti in-app mobili. Questo miglioramento mira a fornire agli inserzionisti una copertura amplificata attraverso ulteriori canali e formati, migliorando l'accuratezza nel correlare i punteggi di attenzione con i risultati aziendali. Le caratteristiche principali includono:
1. Copertura e metriche ampliate per ambienti in-app mobili
2. Modello di machine learning avanzato addestrato su miliardi di impression
3. Prestazioni comprovate con un aumento fino al 130% nei tassi di conversione per impression con alta attenzione
4. Unificazione della qualità dei media con l'attenzione umana utilizzando dati di eye-tracking
Questa espansione risponde all'importanza crescente delle app mobili, che si prevede rappresenteranno l'82% della spesa pubblicitaria mobile di $200 miliardi quest'anno. Il modello di attenzione di IAS è progettato per prevedere se un'impressione ha maggiori probabilità di portare a risultati aziendali come consapevolezza, considerazione e conversione.
Integral Ad Science (IAS) ha ampliado su producto de medición Quality Attention™ para incluir soporte para entornos móviles en aplicación. Esta mejora tiene como objetivo proporcionar a los anunciantes una mayor cobertura a través de canales y formatos adicionales, mejorando la precisión de la correlación entre los puntajes de atención y los resultados empresariales. Las características clave incluyen:
1. Cobertura y métricas ampliadas para entornos móviles en aplicación
2. Modelo de aprendizaje automático avanzado entrenado en miles de millones de impresiones
3. Rendimiento comprobado con un aumento de hasta el 130% en las tasas de conversión para impresiones de alta atención
4. Unificación de la calidad de los medios con la atención humana utilizando datos de seguimiento ocular
La expansión aborda la creciente importancia de las aplicaciones móviles, que se prevé que representen el 82% del gasto en publicidad móvil de $200 mil millones este año. El modelo de atención de IAS está diseñado para predecir si una impresión es más probable que conduzca a resultados comerciales como la conciencia, la consideración y la conversión.
Integral Ad Science (IAS)는 Quality Attention™ 측정 제품의 범위를 확대하여 모바일 애플리케이션 환경에 대한 지원을 추가했습니다. 이 향상은 광고주에게 추가 채널과 형식으로 확대된 커버리지를 제공하여 주의 점수와 비즈니스 결과 간의 정확도를 향상시키는 것을 목표로 하고 있습니다. 주요 기능은 다음과 같습니다:
1. 모바일 애플리케이션 환경을 위한 확대된 커버리지 및 지표
2. 수십억 번의 노출로 훈련된 고급 머신 러닝 모델
3. 높은 주의 노출에 대해 최대 130%의 전환율 향상을 입증한 성과
4. 시선 추적 데이터를 사용한 미디어 품질과 인간 주의력의 통합
이번 확장은 올해 $200억의 모바일 광고 지출 중 82%를 차지할 것으로 예상되는 모바일 앱의 중요성이 증가하는 점을 반영합니다. IAS의 주의 모델은 노출이 인식, 고려, 전환과 같은 비즈니스 결과로 이어질 가능성을 예측하도록 설계되었습니다.
Integral Ad Science (IAS) a élargi son produit de mesure Quality Attention™ pour inclure le support pour les environnements d'application mobile. Cette amélioration vise à offrir aux annonceurs une couverture élargie à travers des canaux et des formats supplémentaires, améliorant ainsi la précision de la corrélation entre les scores d'attention et les résultats commerciaux. Les principales caractéristiques comprennent :
1. Couverture et métriques élargies pour les environnements d'application mobile
2. Modèle d'apprentissage automatique avancé formé sur des milliards d'impressions
3. Performances prouvées avec une augmentation allant jusqu'à 130 % des taux de conversion pour les impressions à forte attention
4. Unification de la qualité des médias avec l'attention humaine grâce à des données de suivi oculaire
L'expansion répond à l'importance croissante des applications mobiles, qui devraient représenter 82 % des 200 milliards de dollars de dépenses publicitaires mobiles cette année. Le modèle d'attention de l'IAS est conçu pour prédire si une impression est plus susceptible de conduire à des résultats commerciaux tels que la notoriété, la considération et la conversion.
Integral Ad Science (IAS) hat sein Quality Attention™ Messprodukt erweitert, um Unterstützung für mobile In-App-Umgebungen einzuschließen. Diese Verbesserung zielt darauf ab, Werbetreibenden eine erweiterte Abdeckung über zusätzliche Kanäle und Formate zu bieten und die Genauigkeit der Korrelation zwischen Aufmerksamkeitswerten und Geschäftsergebnissen zu verbessern. Zu den Hauptmerkmalen gehören:
1. Erweiterte Abdeckung und Metriken für mobile In-App-Umgebungen
2. Fortschrittliches maschinelles Lernmodell, das auf Milliarden von Impressionen trainiert wurde
3. Nachgewiesene Leistung mit einer Steigerung von bis zu 130 % bei den Konversionsraten für Impressionen mit hoher Aufmerksamkeit
4. Vereinheitlichung der Medienqualität mit menschlicher Aufmerksamkeit durch Verwendung von Eye-Tracking-Daten
Die Expansion berücksichtigt die wachsende Bedeutung von mobilen Apps, die in diesem Jahr voraussichtlich 82 % der 200 Milliarden US-Dollar an mobilen Werbeausgaben ausmachen werden. Das Aufmerksamkeitsmodell von IAS ist darauf ausgelegt, vorherzusagen, ob eine Impression wahrscheinlich zu Geschäftsergebnissen wie Bekanntheit, Überlegung und Konversion führt.
- Expansion of Quality Attention™ product to support mobile in-app environments
- Improved accuracy in correlating attention scores with business outcomes
- Up to 130% lift in conversion rates for high attention impressions
- 91% higher brand consideration and 166% higher purchase intent for greater attention scores
- Advanced machine learning model trained on billions of impressions and millions of conversion events
- None.
Insights
IAS's expansion of Quality Attention™ to include mobile in-app support is a significant development in the digital advertising landscape. With mobile apps projected to capture
The enhanced product's ability to correlate attention scores with business outcomes more accurately is particularly noteworthy. The reported doubling of success rates for high-attention impressions compared to low-attention ones suggests a potential for marketers to significantly improve their ROI. This could drive increased adoption of IAS's solutions among advertisers seeking to optimize their mobile campaigns.
However, it's important to consider the competitive landscape. As attention metrics become increasingly important in the ad tech industry, IAS will need to maintain its first-mover advantage and continue innovating to stay ahead of potential rivals. The collaboration with Lumen Research for eye-tracking data adds a unique selling point, but the long-term exclusivity of this partnership will be a factor to watch.
Overall, this product enhancement aligns well with market trends and advertiser needs, potentially strengthening IAS's position in the rapidly evolving digital advertising measurement space.
The expansion of IAS's Quality Attention™ product to include mobile in-app support represents a strategic move to capture a larger share of the digital advertising measurement market. With mobile in-app advertising expected to dominate mobile ad spend, this positions IAS to potentially increase its revenue streams and market share.
Key financial implications to consider:
- Potential for increased revenue: By tapping into the growing mobile in-app advertising market, IAS could see a boost in its top-line growth.
- Improved client retention: The enhanced accuracy and expanded coverage may lead to higher client satisfaction and retention rates, potentially reducing customer acquisition costs.
- Competitive advantage: Being the first to unify media quality and eye tracking could give IAS a temporary edge in pricing power and market share gains.
However, investors should also be aware of potential risks:
- R&D costs: Continuous improvement of the machine learning model and expansion to new formats may require significant ongoing investment.
- Market saturation: As attention metrics become standard in the industry, IAS may face increased competition and potential margin pressure.
While the news is positive for IAS's growth prospects, a thorough analysis of upcoming financial reports will be important to assess the actual impact on the company's bottom line and overall financial health.
The technological advancements in IAS's Quality Attention™ product are noteworthy from a tech perspective. The integration of machine learning with eye-tracking technology and media quality metrics represents a sophisticated approach to attention measurement in digital advertising.
Key technical aspects to consider:
- Machine Learning Model: The use of billions of impressions and millions of conversion events for training suggests a robust dataset, which is important for the model's accuracy and reliability.
- Data Integration: Combining biometric data (eye-tracking) with traditional media quality metrics is an innovative approach that could set a new standard in the industry.
- Scalability: The expansion to mobile in-app environments demonstrates the platform's adaptability to different digital ecosystems.
- Real-time Processing: The ability to provide actionable data in real-time for advertisers implies significant backend infrastructure and efficient data processing capabilities.
However, there are potential technical challenges to monitor:
- Data Privacy: As the system collects and processes vast amounts of user data, ensuring compliance with evolving privacy regulations will be crucial.
- Model Bias: Continuous monitoring and adjustment of the machine learning model will be necessary to prevent potential biases and maintain accuracy across diverse advertising scenarios.
- Integration Complexity: Advertisers may face technical hurdles in integrating this sophisticated system into their existing tech stacks, which could impact adoption rates.
Overall, the technical innovation displayed in this product enhancement positions IAS at the forefront of ad tech evolution, but ongoing development and adaptation will be key to maintaining this advantage.
Quality Attention™ Expands Coverage and Improves Accuracy of Correlation Between Attention Scores and Business 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.
According to eMarketer, apps are predicted to reach a dominant
"It's essential for attention measurement to drive outcomes and campaign performance for advertisers," said Khurrum Malik, CMO of Integral Ad Science. "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."
Quality Attention provides global advertisers with:
- Expanded Coverage and Metrics: 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.
- An Advanced Machine Learning Model: A singular view of campaigns' attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
- Proven Performance and Brand Results: Up to a
130% lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing91% higher brand consideration and166% higher purchase intent. - Unification of Media Quality with Human Attention: IAS is the first company to combine one of the world's largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.
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, including viewability, ad situation, and user interaction, and weighs them into a single attention score.
"The latest enhancements to IAS's Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers," said Mike Follett, CEO at Lumen Research. "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."
In January 2024, IAS announced the general availability of its Quality Attention™ measurement product – the first to unify media quality and eye tracking with machine learning. The offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.
For more information, visit https://integralads.com/solutions/attention/ or read our recent report, Taking Action on Attention: Volume II.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
CONTACT: press@integralads.com
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SOURCE Integral Ad Science, Inc.
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