On December 17, 2024, Integral Ad Science (IAS) unveiled its new Quality Attention Optimization product in beta, which aims to enhance advertising campaign performance by focusing on high attention scores. This innovative tool allows advertisers to automate the optimization of their campaigns, steering them toward impressions that garner more consumer attention. In conjunction with this launch, IAS partnered with Lumen Research to introduce Social Attention Measurement, enabling advertisers to assess attention metrics across both social media and programmatic campaigns.
The Quality Attention integrates media quality and eye-tracking data using machine learning (ML), demonstrating significant effectiveness in improving business outcomes. Advertisers have reported up to a 130% increase in conversion rates when comparing high-attention impressions to those with lower attention levels.
Srishti Gupta, IAS’s Chief Product Officer, emphasized that understanding the effectiveness of ad spend is crucial for marketers, and the focus on attention metrics provides deeper insights into consumer engagement beyond traditional metrics like viewability. The new optimization tool is designed to reduce costs by eliminating low-attention inventory, increase reach through targeted placements, and enhance brand awareness by ensuring ads are positioned where they will attract the most interest.
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Lumen Research’s extensive eye-tracking dataset will support these efforts, offering actionable insights for advertisers. The beta version of Quality Attention Optimization is available now, with full Social Attention Measurement capabilities set to launch in January 2025.
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