But an unpredictable digital landscape spells more opportunity.

In the latest edition of the Media Quality Report (MQR), we’re embracing change too. Along with a new layout, we’re diving even deeper into global trends with key highlights and regional breakouts. Plus, marketers can utilize the MQR companion workbook to make data-driven decisions even faster with a format that simplifies integration across media optimization systems.

Take a sneak peek at some of this year’s key trends:

– Time-in-view remained on a downward trajectory — but opportunity lies ahead

– Spikes in fraud impacted markets leading up to and during the 2022 Winter Olympics and the FIFA World Cup

– Quality Path Optimisation (QPO) uptake among ad buyers rose 533% throughout 2022

The annual MQR is the gold standard that gives marketers, publishers, and platforms across the globe actionable metrics to make informed marketing decisions. Download the report today to utilise IAS’s market-leading global benchmarks to help you drive business results.

The post Media Quality Report: 18th Edition appeared first on Integral Ad Science.

IAS’s global solution gives marketers granular classification at scale, thanks to cutting-edge, machine learning technology. What’s more, IAS is certified in the YouTube Measurement Program, making us a trusted partner to drive your marketing performance on YouTube.

With IAS’s brand safety and suitability measurement on YouTube, you get:
– Deeper Insights with machine learning-powered details about video content, providing you best-in-class brand safety and suitability scoring
– Industry Alignment with scoring classification consistent with the GARM Brand Safety and Suitability framework
– Granular Classification at Scale with daily reporting across the GARM categories and four risk levels, allowing advertisers to stay informed and take action.

Maximise your campaign impact on YouTube with sophisticated brand safety and suitability measurement. Download the one sheet now to get started.

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Integral Ad Science has been on the forefront of defining and advancing the concept of Attention in digital advertising. Based on extensive advertiser campaign data and groundbreaking AI, IAS has already built a first-of-its-kind Attention model, which found that Attention is a function of visibility, situation, and interaction and must drive business results.

Today, IAS is taking another major leap forward in expanding the industry standard for effective Attention measurement by announcing that we are now working with Lumen Research to bring cutting-edge eye-tracking technology and predictive attention models to the market. This marks the first-of-its-kind integration between a major media quality company and an eye-tracking firm.

By combining IAS’s unparalleled technology and actionable data with Lumen’s expertise in eye-tracking, our customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to lead to a business result. We chose to partner with Lumen Research because of their unique approach to creating predictive attention models derived from years of eye-tracking research on web browsing that can be used to measure the expected attention of a digital ad campaign.

Mike Follett, Lumen’s CEO, shared his crisp, clear philosophy: “We know that attention-first advertising drives better results, helps create better ads, and ultimately gives consumers a better experience.”

IAS + Lumen Attention & Media Quality Analysis

Earlier this year, we partnered with Lumen and a major sports retailer to understand the relationship of IAS’s viewability and time-in-view data with Lumen’s attention data set. In this study, we examined the impact of media quality and attention on the sports retailer’s advertising campaign running in a global sporting event.

In order to do this, we measured the attention each ad received by combining Lumen’s focus data (eye-tracking) with IAS’s viewability data. 

We found that in-view ads amounted to 64 times higher attention than those that were not in-view. Additionally, we saw that ads with time-in-view rates longer than 15 seconds experienced the highest attention in the study. And, of course, context played a critical role too. URLs with content most aligned to the campaign strategy generated 2.5 times higher attention for the advertised brand compared to other content categories.

Eye-tracking and IAS’s Attention model

Eye-tracking will be a key component of IAS’s first-of-its-kind Attention model. After analyzing millions of advertising data signals, our research team identified three crucial signals that can predict the likelihood an impression will lead to a result: visibility, situation, and interaction. 

Visibility signals, which include metrics like viewability and time-in-view, measure the validity of the impressions being served. Situation signals describe the environment in which impressions are served and include measurement of the number of ads on a page and the percent share of voice (SOV) an ad has on a page. Finally, interaction signals are indicators of consumer activity in the presence of ads, monitoring activity like scrolling, volume, video player play/pause, and eye-tracking.

With the use of Lumen’s proprietary eye-tracking technology and attention tags, IAS will have even greater insight into the interaction Attention signal, helping marketers understand exactly where consumers fixate in the presence of ads. Lumen’s tech will add even greater value to our Attention model through the use of one of the world’s largest consumer panels for the most accurate picture of attention, as well as Lumen’s data-backed predictive models.

The post IAS Partners with Lumen Research to Further Bolster Attention Measurement appeared first on Integral Ad Science.

Attention is one of the most complex and widely discussed topics in digital media. Defining it has proven to be difficult, but industry experts unanimously agree that harnessing attention is pivotal to executing a successful advertising campaign.

That’s why IAS developed an evidence-based attention white paper and first-of-its-kind model that predicts the likelihood an impression will lead to a result. Driven by research based on millions of data signals combined with Total Visibility and machine-learning models, our analytical model identifies three key signals: Visibility, Situation, and Interaction — which each consist of a set of crucial metrics and optimizations that predict if an impression will lead to a result.

Throughout the white paper, Taking Action on Attention, you’ll find:

• A holistic attention approach and model, developed using extensive advertiser campaign data
• Three data-backed attention signals proven to improve campaign effectiveness and drive business results
• Results-based tips on how advertisers can capitalize on attention right now

We’ve seen firsthand how ad measurement and optimization capture attention that drives ROI. Download the white paper, Taking Action on Attention, to harness the power of attention and drive superior business results now.

The post Taking Action on Attention: </br>Volume I appeared first on Integral Ad Science.

IAS is integrating with Amazon Publisher Services (APS) as the first verification provider on APS’s Connections Marketplace — a services marketplace where publishers can easily activate technology solutions with little or no new development work, saving them time and creating new revenue opportunities.

Through this global integration, publishers can now seamlessly access IAS’s Publisher Optimization solution within the APS Connections Marketplace. This integration gives publishers the ability to:

– Increase yield and maximise inventory with greater transparency

– Eliminate impression waste with automation to meet advertisers’ quality standards

– Improve efficiency and yield by delivering advertisers’ KPIs for brand safety, ad fraud, viewability, and contextual relevance

Optimise ad delivery down to the placement level for both direct and programmatic deals. Download the one sheet to get started today.

The post Industry-leading media quality on Amazon Publisher Services Connections Marketplace appeared first on Integral Ad Science.

Here’s a sneak peek at what we found:

– 84% of consumers think brands should make a concerted effort to place ads around content that promotes diversity

– 77% of Brits believe that brands have a responsibility to reflect our modern culture

– 72% of consumers say that diversity is crucial for the future of their society

Download the IAS Why the future must be inclusive study and discover why diversity matters in advertising and how inclusive messaging makes a difference in effective marketing.

The post Diversity and Inclusion in Advertising: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

Identify the contextual pairings that consumers want to see from your brand

Consumers prefer context (we would know — we went straight to the source to find out). But not all contextual pairings are equal. As marketers map out their targeting strategies, it’s crucial to know the ideal contextual links that lead to higher engagement and positive receptivity among consumers.

In our latest research, IAS dives into the motivations behind consumer preferences for contextually relevant ads, uncovering what consumers consider to be effective contextual links — and what this means for your brand.

Here’s a sneak peek at what we found:

• 64% of consumers say contextually relevant ads are more likely to feature products they want or need
• 35% of consumers say that it’s annoying to see unrelated ads
• 16% lift in engagement with ads that are placed alongside relevant content

Amplify your brand message to consumers who want to hear it. Download the research, Undercover Context, to find out how you can optimize data-backed contextual pairings to reach targeted consumers and fuel outcomes.

The post Undercover Context: Driving consumer engagement through non-obvious contextual links appeared first on Integral Ad Science.

IAS joins a community of carefully selected and innovative third-party providers that allow marketers to effectively monitor the quality of their media buys, ensuring their media investments across TikTok are appearing next to content that is brand safe and suitable. IAS was chosen thanks to a proven record of wins on TikTok and meeting their highest standard of measurement solutions. Learn how Clinique boosted product promotion within brand-safe environments on TikTok here. 

As a badged Partner, IAS brings marketers an increasingly comprehensive set of media quality solutions to manage their advertising campaigns on TikTok. 

IAS’s TikTok offering gives advertisers access to: 

• Third-party pre-bid targeting and post-bid brand safety, suitability, viewability, and IVT measurement
• End-to-end coverage through pre- and post-bid brand safety and suitability solutions
• Frame-by-frame video, audio, and text content classification technology
• Actionable validation of media quality across TikTok 

Run across TikTok with confidence knowing your media investment is appearing next to content aligned with your brand from beginning to end. Download the one sheet to get started today.

The post IAS now a badged TikTok Measurement Partner appeared first on Integral Ad Science.

With our proprietary frame-by-frame video, audio, and text classification technology, IAS provides greater transparency and the most granular control yet, giving you coverage where it counts.

Download the one sheet to find out how it works or talk to one of our sales reps.

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