IAS Rolls Out 'Quality Attention' Measure

In London, media measurement and optimisation platform Integral Ad Science (IAS) has rolled out Quality Attention, a new product combining media quality, eye tracking and machine learning. The firm says the resulting transparent metrics will help advertisers increase ROI and boost conversions.

Quality Attention taps eye tracking technology from partner Lumen Research alongside a variety of data inputs from IAS' own core technology - including viewability, ad situation and user interaction. These are combined using machine learning to produce a single attention score, helping to predict if an impression is likely to lead to business results including awareness, consideration and conversion.

IAS says the machine learning component is trained based on a pool of data consisting of billions of impressions and millions of conversion events, and claims it is the first company to combine 'one of the world's largest consumer attention biometric data sets' with media quality metrics for an accurate picture of attention for global advertisers. Chief Commercial Officer Yannis Dosios says the product is 'purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance'. He adds: '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'.

Lumen CEO Mike Follett, whose firm announced a tie-up with IAS in the spring, comments: 'By bringing our cutting-edge eye-tracking data to IAS's attention model, advertisers have access to the most robust predictive attention models at scale'.

Web site: www.integralads.com .