IAS Announces Mobile In-App Support for First Attention Product to Unify Media Quality and Eye Tracking
Quality Attention™ Expands Coverage and Improves Accuracy of Correlation Between Attention Scores and Business Results
This enhancement to Quality Attention continues IAS's commitment to providing advertisers with expanded coverage across additional channels and formats. In addition to expanded environment support, the Quality Attention model has improved accuracy of the correlation between attention scores and outcomes. 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.
According to eMarketer, apps are predicted to reach a dominant 82% share of the anticipated
"It's essential for attention measurement to drive outcomes and campaign performance for advertisers," said
Quality Attention provides global advertisers with:
- Expanded Coverage and Metrics: Measurement across mobile in-app environments and new metrics including the number of ads that paused, resumed, skipped and started a video ad, in addition to volume change and sub-metrics of volume change.
- An Advanced Machine Learning Model: A singular view of campaigns' attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
- Proven Performance and Brand Results: Up to a 130% lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing 91% higher brand consideration and 166% higher purchase intent.
- Unification of Media Quality with Human Attention: IAS 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.
With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from
"The latest enhancements to IAS's Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers," said
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For more information, visit https://integralads.com/solutions/attention/ or read our recent report, Taking Action on Attention: Volume II.
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