Digital ad verification firm Integral Ad Science (IAS) has expanded its Quality Attention product to publishers and sell-side platforms (SSPs). The product, previously only available to advertisers, provides actionable metrics that help optimise inventory and drive greater revenue.

The expansion of the Quality Attention product allows publishers to enhance their offerings and create stronger ties with advertisers by utilising IAS’s attention scores to optimise their performance and Cost Per Mille (CPMs). IAS's attention metrics enable publishers to demonstrate inventory value to advertisers, driving yield and maximising revenue potential. The product offers insights into advertiser performance, showing how visibility and user interaction impact campaign effectiveness.

Publishers can create attention-based segments, offering unique opportunities for advertiser reach and revenue growth. CRO of Publica by IAS, Cameron Miille, said: “We are excited to help both publishers and advertisers better understand consumer behaviour and improve campaign strategy.”

The Quality Attention product also allows publishers to demonstrate the value of their inventory to advertisers. Senior Director, Commercial Operations, at Tripadvisor, Jacquie Pelusi, said: “At Tripadvisor we want to communicate to our partners the value of advertising on our site. We’re excited to demonstrate our audience's engagement using attention metrics our advertisers are familiar with.”