IAS Introduces New Quality Attention™ Optimization and Social Attention Measurement

Core Insights - Integral Ad Science (IAS) has launched a new Quality Attention™ Optimization product aimed at helping advertisers enhance campaign performance by focusing on high attention scores [1][3] - IAS has partnered with Lumen Research to provide Social Attention measurement, allowing advertisers to assess attention across both programmatic and social campaigns [1][6] Product Features - The Quality Attention Optimization product is designed to automate the optimization of campaigns towards high-attention impressions, thereby improving overall attention scores and performance in digital display and video advertising [3][4] - IAS's attention measurement product has shown that campaigns can achieve up to a 130% increase in conversion rates when comparing high attention impressions to low attention impressions [2] Benefits for Advertisers - Advertisers can reduce costs and waste by optimizing away from low-attention inventory, leading to improved performance across the marketing funnel [5] - The product enables advertisers to target high-quality placements, increasing reach and ensuring ads are seen with greater attention [5] - By utilizing the new tools, advertisers can enhance brand awareness and meet or exceed key performance indicators (KPIs) by placing ads in optimal environments [5] Partnership and Future Developments - The collaboration with Lumen Research will enhance the scope of IAS's Quality Attention product and provide actionable insights through pre-bid segments [7] - The Social Attention Measurement feature will be available to IAS customers starting January 2025, further integrating attention metrics across platforms [7] Historical Context - IAS's Quality Attention measurement product was made generally available in January 2024, marking a significant advancement in unifying media quality and eye tracking with machine learning [8] - The measurement capabilities were expanded to mobile in-app advertising in July 2024, and attention metrics were extended to publishers in October 2024 [9]