IAS Introduces New Quality Attention™ Optimization and Social Attention Measurement
Integral Ad Science (IAS) has announced two major developments: the beta release of its Quality Attention™ Optimization product and a partnership with Lumen Research for Social Attention measurement. The optimization product enables advertisers to automatically optimize campaigns toward high-attention scoring impressions, while the Lumen partnership will provide attention measurement across programmatic and social campaigns starting January 2025.
IAS's Quality Attention has demonstrated significant results, showing up to 130% lift in conversion rates when comparing high versus low attention impressions. The solution combines media quality and eye tracking with machine learning to help advertisers improve ROI through reduced costs, greater reach, enhanced awareness, and better consideration metrics.
Integral Ad Science (IAS) ha annunciato due importanti sviluppi: il rilascio beta del suo prodotto Quality Attention™ Optimization e una partnership con Lumen Research per la misurazione dell'attenzione sociale. Il prodotto di ottimizzazione consente agli inserzionisti di ottimizzare automaticamente le campagne verso impression ad alta attenzione, mentre la partnership con Lumen fornirà misurazioni dell'attenzione per campagne programmatiche e sociali a partire da gennaio 2025.
La soluzione Quality Attention di IAS ha dimostrato risultati significativi, mostrando fino a un 130% di aumento nei tassi di conversione confrontando impression di alta e bassa attenzione. La soluzione combina la qualità dei media e il tracciamento oculare con l'apprendimento automatico per aiutare gli inserzionisti a migliorare il ROI attraverso costi ridotti, maggiore copertura, maggiore consapevolezza e migliori metriche di considerazione.
Integral Ad Science (IAS) ha anunciado dos desarrollos importantes: el lanzamiento beta de su producto Quality Attention™ Optimization y una asociación con Lumen Research para la medición de la atención social. El producto de optimización permite a los anunciantes optimizar automáticamente las campañas hacia impresiones con alta puntuación de atención, mientras que la asociación con Lumen proporcionará mediciones de atención en campañas programáticas y sociales a partir de enero de 2025.
La solución Quality Attention de IAS ha demostrado resultados significativos, mostrando hasta un 130% de aumento en las tasas de conversión al comparar impresiones de alta y baja atención. La solución combina calidad de medios y seguimiento ocular con aprendizaje automático para ayudar a los anunciantes a mejorar el ROI a través de costos reducidos, mayor alcance, mayor conciencia y mejores métricas de consideración.
인티그럴 애드 사이언스(IAS)는 두 가지 주요 개발 사항을 발표했습니다: Quality Attention™ 최적화 제품의 베타 출시와 Lumen Research와의 소셜 어텐션 측정 파트너십입니다. 이 최적화 제품은 광고주가 높은 주목 점수의 인상으로 자동 캠페인을 최적화할 수 있게 하며, Lumen과의 파트너십은 2025년 1월부터 프로그램 방식과 소셜 캠페인 전반에 걸쳐 주목을 측정할 수 있게 합니다.
IAS의 Quality Attention은 높은 주목 인상과 낮은 주목 인상의 비교를 통해 130%의 전환율 증가라는 중요한 결과를 보였습니다. 이 솔루션은 미디어 품질과 시선 추적을 머신 러닝과 결합하여 광고주가 비용을 줄이고 도달 범위를 늘리며 인지도를 높이고 더 나은 고려 메트릭을 통해 ROI를 개선하는 데 도움을 줍니다.
Integral Ad Science (IAS) a annoncé deux développements majeurs : la version bêta de son produit Quality Attention™ Optimization et un partenariat avec Lumen Research pour la mesure de l'attention sociale. Le produit d'optimisation permet aux annonceurs d'optimiser automatiquement les campagnes vers des impressions à forte attention, tandis que le partenariat avec Lumen fournira une mesure de l'attention pour les campagnes programmatiques et sociales à partir de janvier 2025.
La solution Quality Attention d'IAS a montré des résultats significatifs, affichant jusqu'à un 130% d'augmentation des taux de conversion en comparant les impressions à haute et à basse attention. La solution combine la qualité des médias et le suivi oculaire avec l'apprentissage automatique pour aider les annonceurs à améliorer leur ROI grâce à des coûts réduits, une portée accrue, une meilleure sensibilisation et de meilleures métriques de considération.
Integral Ad Science (IAS) hat zwei wichtige Neuerungen angekündigt: die Beta-Version seines Quality Attention™ Optimization-Produkts und eine Partnerschaft mit Lumen Research zur Messung der sozialen Aufmerksamkeit. Das Optimierungsprodukt ermöglicht es Werbetreibenden, Kampagnen automatisch auf hochaufmerksame Impressionen zu optimieren, während die Partnerschaft mit Lumen ab Januar 2025 die Messung der Aufmerksamkeit in programmgesteuerten und sozialen Kampagnen bereitstellt.
Die Lösung Quality Attention von IAS hat signifikante Ergebnisse gezeigt, mit einem 130%igen Anstieg der Conversion-Rate, wenn hochkontrastierende und niedrige Aufmerksamkeit-Impressionen verglichen werden. Die Lösung kombiniert Medienqualität und Augenverfolgung mit maschinellem Lernen, um Werbetreibenden zu helfen, den ROI durch reduzierte Kosten, größere Reichweite, erhöhtes Bewusstsein und bessere Überlegungen zu verbessern.
- Demonstrated 130% lift in conversion rates for high attention vs low attention impressions
- Partnership with Lumen Research expands measurement capabilities to social platforms
- Launch of new automated optimization product for targeting high-attention inventory
- Coverage expansion to include both programmatic and social campaigns measurement
- New features not available until January 2025
- Quality Attention Optimization product still in beta phase
Insights
The launch of Quality Attention™ Optimization represents a significant advancement in digital advertising technology. The product's ability to deliver up to
The expansion into social media attention measurement through the Lumen partnership is particularly strategic, as it addresses a critical gap in cross-platform measurement. With Lumen's coverage of over 300 billion impressions and presence in 30+ countries, this creates a compelling competitive advantage for IAS in the digital advertising ecosystem. The timing of this launch, coupled with the company's systematic product rollout throughout 2024, suggests strong execution of their product roadmap.
The technological integration of media quality metrics with eye-tracking and machine learning creates a sophisticated solution that addresses a fundamental challenge in digital advertising. The pre-bid optimization capability is particularly innovative, allowing real-time campaign adjustments based on attention scores. This automated approach to optimization represents a significant technical advancement over traditional post-campaign analysis.
The partnership with Lumen Research adds valuable technical depth through their predictive eye-tracking technology and extensive opted-in dataset. The combination of IAS's existing measurement capabilities with Lumen's social platform coverage creates a comprehensive technical solution that can provide unified attention metrics across both programmatic and social campaigns - a notable technical achievement in the fragmented digital advertising landscape.
New Pre-bid Product Allows Advertisers to Optimize Campaigns to Deliver High Attention Scores That Maximize Campaign Performance and Scale
IAS Will Now Also Offer New Social Attention Reporting in Partnership with Lumen Research to Give Advertisers Holistic Reporting Across Social Platforms and Open Web via IAS
As the only attention measurement product in-market to unify media quality and eye tracking with machine learning to deliver proven results, IAS Quality Attention already demonstrates the effectiveness of attention for advertisers to drive a lift in business outcomes, with campaigns achieving up to a
With IAS's new Quality Attention Optimization product, advertisers have a new, simplified and automated way to optimize their campaigns towards high-attention scoring impressions or away from low-attention scoring impressions, driving up attention scores and performance across digital display and video on the open-web.
"Marketers want to understand two things about their ad budgets, 'is it working?' and 'what can I do about it?'", said Srishti Gupta, Chief Product Officer of IAS. "Attention is rightly growing as a way to answer those questions, going beyond isolated metrics like viewability, to truly understand how consumers are engaging and interacting with brands' ads. Our attention measurement is already industry-leading to answer the first question, and Quality Attention Optimization brings a new, simple way for advertisers to action insights from their measurement scores to boost their results."
Advertisers can improve their ROI through IAS Quality Attention Optimization by:
- Reducing Cost/Waste: Optimize away from low-attention inventory sources to improve performance across the marketing funnel.
- Reach: Target high quality placements to achieve greater reach as more ads are seen with greater attention.
- Awareness: With more brand and product choices for consumers now than ever before, advertisers can drive awareness by showing ads where they stand to garner the most attention.
- Consideration: Meet/exceed KPIs by ensuring ads appear in environments that are optimal for success.
Gupta continues: "Alongside our Quality Attention product, bringing social attention measurement with Lumen to our customers offers a holistic approach to understanding how their campaigns are driving attention with consumers across platforms and screens, in order to maximize their return on ad spend, and we're excited to keep building on our successful partnership with Lumen."
Lumen's attention models measure over 300 billion impressions across multiple social platforms, powered by its innovative predictive eye-tracking technology. Lumen has the largest, opted-in eye-tracking dataset in the world, covering 30+ countries, that is continuously updated to provide the most up-to-date models, offering a robust way for advertisers to buy social impressions that they can be confident are actually being seen.
"We're thrilled to partner with IAS to expand both the scope of IAS Quality Attention and the actionability of its insights via pre-bid segments, and to bring our Social Attention measurement reporting to IAS customers," said Mike Follett, CEO, Lumen Research. "Linking attention to outcomes, then providing tools to allow advertisers to optimize for those outcomes, are major steps on the road to a real 'Attention Economy'."
The IAS Quality Attention Optimization beta is open to advertisers now, and new Social Attention Measurement with Lumen will be live for IAS customers from January 2025.
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 and provide transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions. Measurement was expanded to mobile-in app in July 2024, and IAS announced its extension of Quality Attention to Publishers, giving publishers actionable ways to maximize their inventory for attention metrics, in October 2024.
For more information, visit https://integralads.com/solutions/attention/
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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