Integral Ad Science (IAS) launched its Quality Attention measurement product that unifies media quality and eye tracking with machine learning and predicts if an impression will lead to a business result, including awareness, consideration, and conversion.
The launch comes as the attention metric market heats up following the launch of insight reports from Convo Ink, IAB and most recently DoubleVerify.
The attention product aims to capture higher attention to drive campaign performance and unlock proven results using 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, weighing them into a single attention score.
The advanced machine learning model provides global advertisers with a singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
IAS will also be the first company to provide consumer attention biometric data sets with media quality metrics to show the most accurate picture of attention for global advertisers.
Yannis Dosios, chief commercial officer of IAS, said Quality Attention’s offering is “purpose-built” for brands and agencies to help them navigate through media clutter and understand media visibility, the ad environment, and customer interaction impact campaign performance.
“According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130% lift in conversion rates leading to a better return on their investment,” Dosios added.
Sanofi, a global healthcare company, has partnered with IAS as they move beyond traditional ways of measuring media performance.
Anna Kechekmadze, global digital media lead at Sanofi CHC, said the company’s partnership with IAS on Quality Attention gives them insight into on the role of attention in reducing ad fatigue, better inventory quality and improving media KPIs.
IAS and Lumen Research’s partnership began in 2023 to change the way digital advertising impressions are measured for attention-first advertising. IAS customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to yield business results.
Mike Follett, CEO at Lumen Research, said the evolution of the research company’s partnership with IAS is providing advertisers a transparent and more accurate picture of attention and providing advertisers with access to robust predictive attention models at scale.
In response to the growing attention metrics space, DoubleVerify launched its global quarterly benchmark report last year, highlighting the top-performing verticals for attention and engagement.
The report aims to demystify the emerging area of attention metrics and help brands to “better contextualise their ad campaign performance and implement stronger optimisation strategies,” said Daniel Slotwiner, senior vice president of attention of DoubleVerify.
The platform’s benchmark aims to highlight the difference in average performance across industries and provide insights into how brands can effectively capture viewer attention and engagement. It also notes how advertisers should compare their campaign attention levels within their own competitive set to better contextualise their performance.
See also: Attention metrics take centre-stage as DoubleVerify launches global benchmark report