{"id":337165,"date":"2024-07-30T11:00:00","date_gmt":"2024-07-30T11:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/ias-expands-mobile-in-app-support-quality-attention-eye-tracking-media-quality\/"},"modified":"2025-04-25T02:35:16","modified_gmt":"2025-04-25T02:35:16","slug":"ias-expands-mobile-in-app-support-quality-attention-eye-tracking-media-quality","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/apac\/news\/ias-expands-mobile-in-app-support-quality-attention-eye-tracking-media-quality\/","title":{"rendered":"IAS Announces Mobile In-App Support for First Attention Product to Unify Media Quality and Eye Tracking"},"content":{"rendered":"\n

Quality Attention<\/em>\u2122 Expands Coverage and Improves Accuracy of Correlation Between Attention Scores and Business Results<\/em><\/p>\n\n\n\n

NEW YORK \u2014 July 30, 2024 \u2014 <\/strong>Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced the expansion of its Quality Attention\u2122 measurement product, adding support for mobile in-app environments. Quality Attention is the first measurement product to unify media quality and eye tracking with machine learning to deliver proven results.<\/p>\n\n\n\n

This enhancement to Quality Attention continues IAS\u2019s 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\u2019s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion. <\/p>\n\n\n\n

According to eMarketer, apps are predicted to reach a dominant 82% share of the anticipated $200B in mobile ad spend<\/a> this year. Advertisers now have access to an attention measurement product that will drive superior results across their mobile in-app campaigns and protect their growing investments in mobile. In the recent IAS report, Taking Action on Attention: Volume II<\/a>, when comparing business results between low and high attention scores, higher attention impressions experienced success rates (e.g. conversions) that were twice as high as those with low attention.<\/p>\n\n\n\n

\u201cIt\u2019s essential for attention measurement to drive outcomes and campaign performance for advertisers,\u201d said Khurrum Malik, CMO of Integral Ad Science. \u201cThe 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.\u201d<\/p>\n\n\n\n

Quality Attention provides global advertisers with:<\/p>\n\n\n\n