Ad-tech firm Integral Ad Science (IAS) is partnering with a group of Fortune 500 companies to determine and measure how viewable exposure time and frequency have a role in turning consumer attention into action.

IAS said the closed beta program aims to help advertisers maximize media spend while reaching and influencing their target audience, determining how many times real people were exposed to a campaign throughout the purchase process and how much time they spent with each touchpoint along the way.

The approach attempts to use real-time viewability and ad fraud data to increase consumer ad exposure against return on investment.

Read the full article on MediaPost here.