IAS expands Quality Attention to include mobile support
July 30, 2024
Integral Ad Science (IAS), the media measurement and optimisation platform, has announced the expansion of its Quality Attention measurement product, adding support for mobile in-app environments. Quality Attention unifies media quality and eye tracking with machine learning to deliver proven results.
IAS says this enhancement to Quality Attention continues its 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.
“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.”
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,” added 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.”
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