Integral Ad Science, one of the leading global media measurement and optimisation platforms, has expanded the availability of its Quality Attention measurement product to both publishers and sell-side platforms (SSPs).
This development enables both publishers and SSPs to demonstrate inventory quality, enhance their ad effectiveness, optimise user engagement and empowers them with actionable insights on their inventory to improve yield optimisation and drive revenue opportunities.
Earlier on, IAS’ Quality Attention metrics and scores were only available to advertisers.
That being said, with the availability of Quality Attention, publishers and platforms can now report on similar metrics available for IAS brand and agency customers, creating a standardised ecosystem for the buy- and sell-side to transact on attention.
As per IAS, Quality Attention for Publishers provides publishers and SSPs with:
- Revenue Opportunity: Drive yield and maximise revenue with IAS attention scores. Now, publishers can better demonstrate inventory quality with advertisers using IAS attention scores, which have been shown to have a strong correlation to campaign performance. Brands that focus on driving higher IAS attention scores achieve up to a 130% lift in conversion rates.
- Transparency into Advertiser Performance: Publishers have increased visibility into advertiser performance with insights into how ad visibility, the ad environment, and customer interaction impact campaign effectiveness.
- Inventory Potential: Attention insights can be harnessed to continuously optimize performance, such as ad format and placement, to drive quality and improve site experience.
- Unique Revenue Streams: Publishers and platforms are empowered to create new, unique revenue streams by easily packaging attention data into custom, attention-based segments that drive advertiser reach among unique and highly engaged audiences.
Also, with advanced machine learning technology and a variety of signals obtained as part of IAS’s core technology, including viewability and user interaction, IAS weighs metrics into a single attention score and its actionable insights through IAS Quality Attention Scores enable publishers to take advantage of their best-performing inventory and justify CPMs by delivering better performance.
Commenting on the development, Cameron Miille, CRO, Publica by IAS, said, “We are excited to help both publishers and advertisers better understand consumer behavior and improve campaign strategy. Our Quality Attention offering is purpose-built to provide meaningful insights that drive increased revenue for publishers and platforms, and result in higher conversions and ROAS for advertisers.”
To this, Jacquie Pelusi, Senior Director- Commercial Operations, Tripadvisor, added, “At Tripadvisor we want to communicate to our partners the value of advertising on our site. We’re excited to demonstrate our audience’s engagement using attention metrics our advertisers are familiar with. We will leverage these capabilities to deliver enhanced value, provide more precise engagement and drive even more impact.”
As publishers seek data to attract and retain advertiser investment, IAS continues to provide the proper tools to uncover insights that ultimately drive revenue for the sell-side. In addition, Quality Attention data can be used to create custom segments and packages, opening new monetization opportunities and unique PMP offerings.
In July 2024, IAS had expanded its Quality Attention measurement product for mobile in-app support and in January 2024, it announced the general availability of its Quality Attention measurement product– the first to unify media quality and eye tracking with machine learning.
