IAS has teamed up with Good-Loop, a purpose-led ad platform, to offer advertisers the opportunity to measure the carbon emissions generated by their digital ad campaigns. This partnership, available now in all markets globally, helps marketers understand their brands’ digital carbon footprint with seamless, end-to-end measurement and reporting.

With this partnership, advertisers can seamlessly opt-in to carbon emission measurement to track and view the end-to-end carbon footprint of their digital ads. With reporting insights that determine how each element of a campaign, including media types, formats and media partners, has a negative impact on the environment, marketers can have data-driven conversations with their partners on how to decrease their carbon footprint and optimize campaign spend in order to reduce emissions.

Through this integration with Good-Loop, advertisers can leverage reporting insights within the IAS Signal Report Builder to:

– Understand the environmental impact of a campaign’s media and creative

– Compare side-by-side reporting of IAS’s media quality metrics and Good-Loop’s carbon footprint measurement

– Accurately measure campaigns with no additional tagging required

Take meaningful steps now to reduce the environmental impact of your digital ad campaigns. Download the one sheet and reach out to your IAS representative to get started.

The post Track your brand’s carbon footprint with measurement from Good-Loop and IAS appeared first on Integral Ad Science.

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.

Through IAS’s global solution for Netflix, advertisers can validate the quality of their CTV and OTT media buys by ensuring ads are seen by real viewers in a fraud-free environment with our easy-to-use reporting solution.

With IAS’s solution for Netflix, advertisers can:

• Access independent, third-party post-bid Viewability and IVT reporting for Netflix
• Identify trends and optimize campaigns to drive performance based on engagement
• Get consistent measurement across media buys to understand performance

Leverage media quality with cov

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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.

And here we are over a century later, and while progress has surely been made, there’s still work to be done. On average women are still paid 20% less than men for the same work globally. There are still some countries where women have difficulty or stigma when voting. And women still can’t walk home unafraid in many parts of the world.

Something that has changed since 1911 however is global support. What started as small pockets of brave women is now an internationally recognised movement of hundreds of millions of women, and men, who all want the same thing. Equality, fairness, and celebration of talent.

And change can only happen if we all do our part to help amplify voices, cut through the noise, and nurture talent. The late Ruth Bader Ginsburg said, “Women belong in all places where decisions are being made. It shouldn’t be that women are the exception”. And that is the joy of International Women’s Day – bringing women to the forefront.

So while you’d be forgiven for saying that IWD is the best thing since sliced bread, you’d be mistaken; not for the sentiment, but because women have been standing up for their rights long before your BLT was on the menu. 

And IAS stands with them. We wanted to celebrate our amazing women, and so we asked some of our female leaders about their experiences – in work and in life – and you can read their stories below.

Friederike Pries

Hello, my name is Friederike Pries and I work as IAS’ Marketing Director, overlooking our EMEA activities. I’ve spent the majority of my career in Ad Tech and enjoy learning more about the industry and the technology every day. I am based in Germany’s most exciting city; Berlin! 

Why is International Women’s Day important to you?

First of all, Berlin is celebrating the International Women’s Day as a bank holiday. This is unique in Germany. With this, the city government is giving an emphasis on the importance of this day. The streets are filled with great initiatives from female artists and musicians but also protests for women’s rights. We still see that women are facing significant inequalities compared to men. Sad but true; women are not getting paid the same amount as men, when doing the same job and having the same qualifications. The gender pay gap in Europe is at 13%.

Additionally, considering women with children working part-time and doing unpaid care-work, this leads to a much higher risk of old age poverty than men. This is not fair and leaves me quite frustrated. However we see things are changing in the right direction but this day is very important to raise awareness for this important issue. 

What advice would you give your 18 year old self now?

Be confident and trust your own intuition. I made quite a few questionable decisions because I didn’t listen to my gut aka the intuition. It is such an important indicator to check if you are on the right path.

Who inspires you?

The people I work with inspire me the most on a daily basis. I see such great examples of working parents who seem to be able to handle it all. I work with the smartest people I know and this holds me accountable to give my best every day. 

What benefits have you seen come from an inclusive and diverse workforce?

From working with an international & diverse team I can see that our projects are more inclusive. When creating a campaign we are able to gather all sorts of opinions and different perspectives. This leads to stronger outcomes that not only represent an inclusive work environment at IAS but also speak to our customers’ needs. 

What’s your most toe curling industry jargon, phrase or word – be honest!

I hate ASAP! (But I have to admit that I sometimes use it). I really don’t like it because it puts pressure on me and the people I text it to. It shows that I could do a better job in project management. In an ideal world ASAP would be replaced with a fair deadline. But yeah, that’s not always the reality!

Emma Jowett

My name is Emma, and I’m currently VP of Sales for Northern Europe at IAS based in London. As a relative newcomer to the company,  having only joined in November 2022 I’m still learning the ropes  – spending as much time with our internal teams and our customers as possible.

I have worked in media and digital for a long time with a 13 year stretch at Yahoo where I worked in a variety of sales leadership roles. I started my career as a PR and Marketing assistant in a regional theatre which was great training on how to think creatively and make things happen on next to no budget. Having studied languages at university, I have always worked in international teams and this has given me some great opportunities to travel to some fabulous countries and meet amazing people.

I have 2 daughters aged 10 and 13,  a wonderful husband and a cat named Marvin and we live in South West London.

Why is International Women’s Day important to you?

It’s great to have a reason and reminder to acknowledge and celebrate all of those brilliant women that have played a critical role in shaping your world. As a mother of 2 girls I feel a genuine responsibility to continue raising awareness around gender equality  – whilst amazing progress has been made there are still some significant gaps that need to be addressed. We all have a duty to drive our world forward and build a fairer and more equitable society for all.

What advice would you give your 18 year old self now?

Don’t overplan your life – the best opportunities happen by chance and as long as you have an open mind, are willing to give things a go,  and be fearless –  then great things will happen! Carpe diem is pretty much the motto I live by!

What’s your most toe curling industry jargon, phrase or word – be honest!

I`m not a huge fan of ‘disruptive’ – it’s become very overused with lots of companies touting themselves as the next big disruptors. Change and progress is critical in business but I don’t believe it necessarily needs to disrupt to be great.

What values do you think the industry needs to hold onto for a successful future?

With AI and machine learning becoming so sophisticated and powerful we need to hold onto the power of the human. As humans we alone can define the ethical considerations and boundaries on how we use digital technology in the future to make sure we protect people’s security and privacy 

What do you love most about the city/place you live?

I’ve lived in many different places around the world and London is hands down my favourite city. I love that it is so well connected to the rest of the world and so affordable to hop to the continent for a weekend. 

Everyone knows London for its iconic historical and cultural sites but I love the fact that London has become a melting pot of cultures, with people from all over the world living and working here which has built an incredible food and drink scene – contrary to what many people think the restaurants in London are brilliant!

But the best thing about living in South West London is the access to green spaces and nature – I’m so lucky to have Wimbledon Common and Richmond Park on my doorstep which is a little bit of calm and nature within the chaos and buzz of the city – best of both!

Caroline Soeur

Bonjour, my name is Caroline, I joined IAS more than 5 years ago as South Europe Customer Success Director. I am French, based in Paris but not originally from Paris (you do not often meet real Parisian people, I married a real one though). I come from Brittany, on the seaside, which is the region which is the closest from the UK (weatherwise at least)!

My favorite figure of speech is the ‘oxymoron’ and I kind of embody one of them: I am an ‘old’ (42 years old) but ‘young’ mum of 2 little girls (Iris 2.5 yo and Castille 10 months). If you do the maths well you will understand I have had my 2 babies at IAS which is a good start to talk about Women’s day.

Why is International Women’s Day important to you? 

This day is important to reflect on decades of fights to improve women’s rights, nevertheless, it is everyday we can make a difference as “Each time a woman stands up for herself, she stands up for all women”, Maya Angelou.

What advice would you give your 18 year old self now?

“Choose a job you love, and you will never have to work a day in your life.” Confucius

Who inspires you?

Fearless and resilient people, who really know where their true north is.

What’s your favourite album?

The Bends – Radiohead and my favorite tracks ‘Street Spirit (Fade out)’ and ‘Bullet Proof’ – 1995

What benefits have you seen come from an inclusive and diverse workforce? 

I have been lucky enough to always evolve in inclusive and diverse environments. Inclusive and diverse workforces create so much richness and synergie. I manage the South Europe Customer Success Team, and just within my team you will find people with 3 different languages, 8 different nationalities from 24 to 52 years old. This team has a strong ‘belonging feeling’ despite the fact they all come from different places, but this diversity is one of our biggest strengths.

Elisa Lupo

Ciao! My name is Elisa and I live in Milan. I’m the mum of 2 princesses, Jean’s partner and an industry professional that has cultivated her experience by living in 3 different countries over 15 years. I’m a swimming lover and cheese hater; but everytime I go on a trip I’ll try to taste the local, if any, fine chocolates. 

I’m currently managing the Spanish and the Italian markets here at IAS.

Why is International Women’s Day important to you? 

Because it’s an additional occasion where on one hand, we celebrate Women’s accomplishments, and on another it highlights the work that still needs to be done.

For corporations it’s an opportunity to do a sort of reality check of how progressive they claim to be, versus how much in reality they have followed through. By marking a specific day, not only is it a way to connect people from around the world, but it’s also an opportunity for schools and organisations to provide education, workshops, and other collaborations.

What advice would you give your 18 year old self now? 

Don’t be afraid to speak out and make mistakes, it will help you build your path.   

What values do you think the industry needs to hold onto for a successful future?

Responsibility for future generations and the world we are living in 

Sense of purpose that needs to lead Innovation

Empowerment: admit mistakes, rectify and learn from them. 

What does innovation mean to you?

The ability to picture something outside the box while being inside a box. Innovation is evolution, take a challenge and get into the game.

What would you say to non executive or junior members of staff that think there’s nothing special they can do to support women in the workplace?

“Rome wasn’t built in a day”! To build and maintain a workplace that embraces equity it takes a lot of time and constant farming. Your feedback and inputs are needed! We need to hear from you, your perspective, what motivates you the most to come to work every day and what we can do better.

The post International Women’s Day Spotlight: EMEA Leaders 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.

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.

The post Introducing IAS pre-bid brand safety on TikTok appeared first on Integral Ad Science.

In 2023, industry experts are anticipating even greater advertising opportunities on channels like digital audio, CTV, and mobile. But 2023 will also be the year that ads enter a new dimension — 3D ads, gaming, and the rise of the Metaverse are on marketers’ minds as they look to the future.

More advertising avenues bring more media quality challenges. So how are top industry experts planning for success in 2023?

Here’s a preview of what we found:

– Audio: 70% of media experts believe audio listeners will continue to shift from terrestrial radio to digital alternatives

– CTV & video: 66% of media experts say ad fraud will be a greater concern as the volume of digital video ad inventory grows

– Contextual targeting: The number one media quality priority that industry experts will prioritize in 2023 Innovate, excel, and disrupt in the coming year.

Download the 2023 Industry Pulse to start building better outcomes now.

The post The 2023 Industry Pulse – Media experts predict more advertising opportunities appeared first on Integral Ad Science.

The FIFA World Cup 2023 is set to be one of the most complex advertising hotspots of recent years due to a number of factors:

• Its proximity to Christmas. This year’s World Cup final takes place the week before Christmas Day, and so there are lots of opportunities to make a real impact during the festive buying period.

• Brand safety risks due to human rights records in Qatar.

• As we all know, digital is a fast growing industry and technology has taken leaps and bounds even since the last World Cup in 2018 meaning there are now more unique and targeted ways to ensure your brand is noticed and remembered.

But, you don’t want to be remembered for the wrong reasons, and so as this article promises, here are some keywords that you must avoid if you want only fond memories of the 2023 FIFA World Cup.

1. Qatar – there’s plenty of positive news about communities coming together to support the Qatar World Cup. Not to mention the airline, of course.

2. Human Rights – a lot of human rights organisations post thought leadership and content that’s completely safe for brands.

3. Shoot  – he shoots, he scores? Doesn’t sound so bad.

4. Attack – you can’t very well get possession of the ball without some attack.

5. Injury – a bit of extra injury time is sometimes make or break.

6. Defence – A precise defence strategy can be the difference between winning and losing the cup!

7. Protest – One to watch out for all year round; the lady doth protest too much, methinks.

8. LGBTQ+ – Including this phrase or any similar ones in your keyword lists risks serious allegations of discrimination.

9. Alcohol – Not allowed in Qatar, but alcohol sales around the world will likely soar over the tournament.

10.  Death –  If your team ends up in the ‘group of death’  keywords may be the least of your worries. But best avoid this one just in case.

11.  Russia – Inevitably during year’s FIFA World Cup there will be journalists making comparisons to previous years in places such as Russia.

12.  Middle East – It’s just geography.

If you want to see our full guidance for the FIFA World Cup in 2022, see our handy guide here.

And don’t forget to sign up to our FIFA World Cup 2022 sweepstake!

The post Avoid Scoring an Own Goal with your FIFA World Cup Campaigns appeared first on Integral Ad Science.