Integral Ad Science (IAS) has broadened its Quality Attention measurement product to bolster mobile in-app environments. The enhancement combines media quality and eye-tracking with machine learning to deliver results for advertisers.

Mobile apps are projected to account for 82% of the anticipated $200 billion in mobile ad spend this year, with the update allowing advertisers to utilise Quality Attention to drive results and safeguard their investments in mobile campaigns.

The expanded coverage includes new metrics such as ad pausing, resuming, and volume change. The advanced machine learning provides a singular view of campaign attention performance, trained on billions of impressions and millions of conversions. High attention impressions show up to 130% higher conversion rates, 91% higher brand consideration, and 166% higher purchase intent.

CMO of Integral Ad Science, Khurrum Malik, said: “It’s essential for attention measurement to drive outcomes and campaign performance for advertisers,” said Malik. “The latest enhancements to our purpose-built Quality Attention offering are expected to provide advertisers with more granular signals and expanded coverage across the channels and formats that are most important to them.”

CEO at Lumen Research, Mike Follett, said: “The latest enhancements to IAS’s Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers,” said Follett. “We were excited to combine our cutting-edge eye-tracking data with IAS’s attention model and now advertisers have access to even more granitary information across the in-app environment.”