Deep dive into the impact of attention on ad performance

Attention continues to be a crucial focus in the digital media landscape. As marketers aim to capture and maintain consumer interest, the methods and metrics for measuring this elusive concept have evolved. While traditional metrics like viewability have provided a foundation, it’s clear that a holistic approach to measuring attention is essential for driving meaningful results.

To better understand how attention is related to performance, Integral Ad Science (IAS) conducted extensive research, incorporating data from billions of impressions and millions of conversion events.

Download Taking Action on Attention: Volume II to find out:

• How attention metrics differ from traditional engagement metrics
• The impact of high attention scores on conversion rates
• Insights into consumer behavior and interaction with ads
• Strategies for optimizing ad campaigns using attention metrics

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Exploring consumer perception of appropriate online content and misinformation

The amount of online content that consumers deem inappropriate is growing — and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad’s surrounding content can make or break consumers’ perception of a brand, what can marketers do to avoid risky content and increase trust and favorability among consumers?

In our latest study, IAS explores what content UK consumers consider to be brand safe and unsafe and uncovers the impact that ad environments have on consumers’ perceptions of brands and their advertising. Plus, we deep dive into what consumers think of brands supporting quality journalism versus misinformation

Key findings include:

• 92% of UK consumers say it’s important to them that the content surrounding online ads is appropriate
• 80% of UK respondents feel less favourable toward a brand that advertises near inappropriate content 
• More than half of consumers say that they are more likely to purchase a product or service when a brand’s ad appear near appropriate content 

Understanding the environment where your ads appear is crucial for mitigating adverse impacts. By prioratising consumer-centric brand safety strategies and ensuring brand suitability, you can prevent detrimental ad placements that could negatively impact your brand’s engagement, favourability, and loyalty.  

 Harness IAS brand safety and suitability tools to build trust with consumers and drive superior results today.

Download the study to get started. 

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IAS reports on driving superior results while fostering a safer and more sustainable world

We’re excited to share the Integral Ad Science Responsibility Report — our first-ever comprehensive report on our Environmental, Social, and Governance (ESG) initiatives. At IAS, aligning our business practices with our ESG objectives is a fundamental principle. As we continue our journey to make a lasting and positive difference in the world, this report serves as a testament to our commitment to transparency and responsible business practices.

Download the report now and read more below to learn the key ways IAS is empowering marketers with actionable data that drives superior results while progressing toward a more sustainable and inclusive future.

ENVIRONMENTAL

Our environmental strategy is focused on improving the quality of the natural environment while also giving back to the communities in which we serve. In 2022, we moved our London team to an office building with 100% renewable energy, marking a major milestone in reducing our Scope 2 and Scope 3 emissions. Plus, we donated more than 300 pieces of hardware last year, which equaled an estimated 606 pounds of e-waste recycled. This donated hardware was repurposed for communities in need across the globe, and prevented 237 pounds of material from ending up in landfills.

Another environmental win for IAS was implementing a vetted ESG reporting system to calculate carbon emissions. This enhanced reporting software will future-proof our business practices and enable us to better measure, understand, and communicate our global environmental performance and impact.

SOCIAL

Our employees are at the core of our business and are fundamental in driving our mission and values forward. To support employee health and wellness, we launched a holistic wellness program, Well on Our Way, in 2022. This program consolidates IAS’s health and wellness offerings into one place, helping employees stay acutely aware of the full range of their benefits.

We also invested in an adaptive performance enablement system with more than 10,000 on-demand, IAS-specific and partner courses for our employees. Our learning partnerships further enable employees to take certificate programs across a variety of subjects like business, management, marketing, human resources, and more. Our learning partnerships include:

• eCornell
• ExecOnline
• Level Up

We’re also focused on providing our employees with regional volunteer opportunities in all operating areas. In addition to 32 hours of volunteer time given to employees each year, IAS employees had the opportunity in 2023 to be part of our $10,000+ donation to City Harvest NYC to help feed local children in need, as well as a hands-on opportunity with Urban Growth to enrich an essential urban orchard in London.

GOVERNANCE

Doing good in our regional communities is core to IAS values, and we strive to do the same within the digital advertising and regulatory space. In 2022 and 2023, we earned multiple accreditations from the Media Rating Council, Trustworthy Accountability Group, and TrustArc. Our growing list of accreditations has a massive impact on establishing fairness and reliability with our stakeholders and ensuring marketers that IAS products are unbiased, consistent, and meet established industry standards.

We are also proud to have a board of directors that is majority women and represented by diverse perspectives and backgrounds, reflecting our commitment to diversity and inclusion in the tech sector. Additionally, our board is independent, helping guide IAS toward impartial, equitable decisions for the benefit of our customers and shareholders.

ACCESS THE FULL REPORT FOR MORE

These highlights are just a few of the initiatives IAS is spearheading to make a positive difference in the world. We hope the results of this report will demonstrate our persistence in driving superior results while also fostering a safer and more sustainable global community.

Download the full report now and visit our ESG at IAS page to learn more.

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