IAS Expands Quality Attention to Mobile In-App, Enhances Accuracy and Coverage

July 31, 2024 at 12:26:09 PM

TL;DR Integral Ad Science (IAS) has expanded its Quality Attention™ measurement product to mobile in-app environments. This product unifies media quality and eye tracking with machine learning to improve the accuracy of attention scores and their correlation with business results. The enhancement aims to help advertisers achieve better outcomes in mobile ad campaigns, with higher attention scores leading to improved conversion rates and brand consideration.

IAS Expands Quality Attention to Mobile In-App, Enhances Accuracy and Coverage

Integral Ad Science (IAS) has announced the expansion of its Quality Attention™ measurement product to include support for mobile in-app environments. This enhancement aims to unify media quality and eye tracking with machine learning to deliver improved ad measurement and business results.

Key Enhancements

  • Expanded Coverage: Quality Attention now includes mobile in-app environments, providing advertisers with broader coverage across various channels and formats.
  • Improved Accuracy: The model has enhanced the correlation between attention scores and business outcomes, such as awareness, consideration, and conversion.
  • Advanced Metrics: New metrics include the number of ads that paused, resumed, skipped, and started a video ad, as well as volume change and its sub-metrics.

Market Context

According to eMarketer, apps are expected to capture 82% of the projected $200 billion in mobile ad spend this year. IAS's recent report, "Taking Action on Attention: Volume II," indicates that higher attention scores can lead to conversion rates twice as high as those with low attention scores.

Performance and Results

  • Conversion Rates: High attention impressions can result in up to a 130% lift in conversion rates compared to low attention impressions.
  • Brand Consideration and Purchase Intent: Higher attention scores see a 91% increase in brand consideration and a 166% increase in purchase intent.

Technology and Data

Quality Attention leverages advanced machine learning, eye-tracking technology from Lumen Research, and various signals from IAS's core technology, including viewability and user interaction, to generate a single attention score.

Industry Impact

Khurrum Malik, CMO of IAS, emphasized the importance of attention measurement in driving campaign performance. Mike Follett, CEO of Lumen Research, highlighted the collaboration between Lumen's eye-tracking data and IAS's attention model as a significant step forward in providing more granular information for advertisers.

Conclusion

The expansion of Quality Attention to mobile in-app environments aims to help advertisers capture higher attention, drive campaign performance, and achieve proven results. For more details, visit IAS's website or read their report, "Taking Action on Attention: Volume II."

Have more questions on this topic? Ask our AI assistant for in-depth insights.

The Only Digital Marketing Feed You'll Ever Need.

Stay informed your way. Tailored updates when and how you want them. 100% Free.

10,000+ Users

500+ Sources

1000+ Tools

Or

Related Posts

Amazon Ads Introduces Dynamic Traffic Engine to Optimize Programmatic Ad Buying Trending ️‍🔥

Amazon Ads Introduces Dynamic Traffic Engine to Optimize Programmatic Ad Buying

Amazon Ads
Amazon Ads

Official Source

Official Source

Amazon Ads is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Ad Manager Launches New Sellside Audience Curation Capabilities for Agencies

Google Ad Manager Launches New Sellside Audience Curation Capabilities for Agencies

Google
Google

Official Source

Official Source

Google is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Ad Manager Update Bulk Category Mapping, Customizable Workspaces

Google Ad Manager Update Bulk Category Mapping, Customizable Workspaces

Google
Google

Official Source

Official Source

Google is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Tired of spending too much time creating audits for your clients?

Tired of spending too much time creating audits for your clients?

Featured
Spotify Partners with Trade Desk to Launch New Ad Exchange for Video Ads

Spotify Partners with Trade Desk to Launch New Ad Exchange for Video Ads

Taboola Launches Abby, AI Assistant to Simplify and Speed Up Advertising Campaigns

Taboola Launches Abby, AI Assistant to Simplify and Speed Up Advertising Campaigns

Taboola
Taboola

Official Source

Official Source

Taboola is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Announces Deprecation of Real-time Bidding Protocol and Transition to OpenRTB

Google Announces Deprecation of Real-time Bidding Protocol and Transition to OpenRTB

Google for Developers
Google for Developers

Official Source

Official Source

Google for Developers is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Outbrain Acquires Teads for $1 Billion in Major Ad Tech Deal Trending ️‍🔥

Outbrain Acquires Teads for $1 Billion in Major Ad Tech Deal

Related Tools

Marketing Auditor logo

Marketing Auditor

Verified Tool

Verified Tool

Marketing Auditor is a Verified Tool. Want to get this badge? Contact us.

Verified Tool

Automated audits for Google Ads and Analytics.

Get Featured Here

Showcase your tool in this list.

Contact Us