IAS Announces Mobile In-App Support for First Attention Product to Unify Media Quality and Eye Tracking

Core Insights - Integral Ad Science (IAS) has expanded its Quality Attention™ measurement product to include mobile in-app environments, enhancing its capabilities in media quality and eye tracking through machine learning [1][2][9] Expanded Coverage and Metrics - The enhancement allows for measurement across mobile in-app environments and introduces new metrics such as the number of ads that paused, resumed, skipped, and started a video ad, along with volume change and sub-metrics of volume change [3][7] - The Quality Attention model has improved accuracy in correlating attention scores with business outcomes, predicting the likelihood of impressions leading to results like awareness, consideration, and conversion [2][3] Advanced Machine Learning Model - The updated model provides a singular view of campaign attention performance, trained on data from billions of impressions and millions of conversion events [3][8] Proven Performance and Brand Results - High attention impressions can lead to a conversion rate increase of up to 130% compared to low attention impressions, with higher attention scores resulting in 91% greater brand consideration and 166% higher purchase intent [3][7] Unification of Media Quality with Human Attention - IAS is the first company to combine extensive consumer attention biometric data with media quality metrics, offering a comprehensive view of attention for global advertisers [3][4] Industry Context - According to eMarketer, mobile apps are expected to capture 82% of the projected $200 billion in mobile ad spending this year, highlighting the importance of effective attention measurement in mobile in-app campaigns [7]