Viewability is perhaps the most basic requirement for marketers. It's the starting point that leads to analyzing time-in-view, providing key insight on what captures consumers' attention. But when it comes to fueling sales, how crucial is consumer engagement? And is there a way for marketers to optimize digital ad campaigns for amplified attention? Download the research to find out.
Let's face it — the programmatic buying experience is complicated. Supply path optimization helps, but it doesn't account for the lack of transparency when it comes to identifying quality inventory. So how can marketers optimize their supply paths for both quality and cost efficiency?
As consumers turn to the nearest screen to do their holiday shopping, online ads certainly play a part in helping consumers research products and find the best deals. But holiday shoppers have their preferences when it comes to the ads they see as they shop. So how can marketers optimize holiday ad campaigns to influence consumer purchase decisions?
Advertising in the Age of Misinformation: How consumer perception of misleading content impacts brand favorability
Misinformation is an industry-wide issue. Advertisers from across the digital landscape have experienced the effects of misinformation, and nearly half of media experts are concerned that misleading content could negatively impact their company’s reputation in the event of an adjacency. But consumers are feeling the pain of misinformation too.
The Future of Privacy-First Advertising: Uncovering what’s next for ad targeting — and how marketers can deliver
Data privacy is experiencing a major evolution. In fact, online privacy is a growing concern for consumers too, with 67% saying they’re more vigilant than ever when it comes to their data.
How Context Impacts the Back-to-School Consumer Shopping Experience and Multiplies ROI for Marketers
Back-to-school season is ramping up, with millions of students returning to school both in-person and virtually. It’s primetime for marketers to reach back-to-school shoppers, as sales before the school season are expected to reach $67.46 billion. Marketers are ready to make a big push this season – but brands need to optimize targeting strategies for these consumers who have dollars to spend.
It’s not just students who are excited about the back-to-school season — the outlook for marketers is positive too. With U.S. sales expected to reach more than $67 billion this year, the back-to-school season offers massive opportunities for marketers looking to connect with their target audiences.
In our latest research, IAS partnered with Tobii Pro Insight and HP to track consumer eyesight to investigate firsthand how HP ads perform when in-context versus out-of-context. Here's what we found.
Did you know that two-thirds of the U.S. population listens to digital audio every week? When it comes to consumers' listening habits, it's time to face the music – audio is evolving, and the advertising industry is following suit.