IAS Enhances Quality Attention (QA) Measurement Tool

Media measurement and optimisation platform Integral Ad Science (IAS) has enhanced its recently launched Quality Attention (QA) measurement product, adding support for mobile in-app environments.

QA was unvelied at the turn of the year and combines media quality, eye tracking and machine learning, to help clients increase ROI and boost conversions. 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 - and the latest version also boasts 'improved accuracy of the correlation between attention scores and outcomes.

The latest version includes new metrics such as the number of times viewers paused, resumed, skipped and started a video ad, as well as volume changes and sub-metrics of this. Its advanced machine learning model has been trained on a pool of data consisting of billions of impressions and millions of conversion events.

IAS says it is 'the first company to combine one of the world's largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers'.

CMO Khurrum Malik (pictured) says of the developments: 'It's essential for attention measurement to drive outcomes and campaign performance for advertisers. 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'.

Web site: www.integralads.com .