IAS launches Quality Attention Optimisation and Lumen social attention partnership
Quality Attention Optimisation, released in beta by Integral Ad Science (IAS), automates the shift of ad budget toward high-attention impressions and away from low-attention impressions across digital display and video on the open web. It builds on IAS's Quality Attention measurement, which combines media quality signals with eye-tracking data through machine learning, and IAS says campaigns weighted toward high-attention impressions have shown conversion-rate lifts of up to 130% compared with low-attention impressions. IAS is also partnering with Lumen Research to add Social Attention measurement for IAS customers starting January 2025, drawing on Lumen's eye-tracking models, which cover more than 300 billion impressions across over 30 countries. Chief product officer Srishti Gupta said marketers want to know whether their spend works and what they can do about it, and that attention scoring now answers both questions.
Media buyers running programmatic display and video campaigns gain a direct lever to route spend toward inventory proven to hold attention, without building custom optimization rules themselves. The Lumen partnership extends that lever to social platforms, giving planners one scoring framework to compare attention across paid social and open-web buys. Agencies already tracking viewability and completion rates can layer attention scores into the same reporting stack, using the reported 130% conversion gap to justify budget shifts to clients. The beta is open to advertisers now, with Social Attention measurement live for IAS customers from January 2025, giving teams time to test the framework before it becomes a standard line in campaign reporting.