MAM
IAS introduces mobile in-app support for unified media quality and eye-tracking
Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform, announced the expansion of its Quality Attention measurement product, adding support for mobile in-app environments. Quality Attention is the first measurement product to unify media quality and eye tracking with machine learning to deliver proven results.
This enhancement to Quality Attention continues IAS’s commitment to providing advertisers with expanded coverage across additional channels and formats. In addition to expanded environment support, the Quality Attention model has improved the accuracy of the correlation between attention scores and outcomes. IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.
According to eMarketer, apps are predicted to reach a dominant 82 per cent share of the anticipated $200B in mobile ad spend this year. Advertisers now have access to an attention measurement product that will drive superior results across their mobile in-app campaigns and protect their growing investments in mobile. In the recent IAS report, Taking Action on Attention: Volume II, when comparing business results between low and high attention scores, higher attention impressions experienced success rates (e.g. conversions) that were twice as high as those with low attention.
“It’s essential for attention measurement to drive outcomes and campaign performance for advertisers,” said Integral Ad Science CMO Khurrum 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.”
Quality Attention provides global advertisers with:
● Expanded Coverage and Metrics: Measurement across mobile in-app environments and new metrics including the number of ads that paused, resumed, skipped and started a video ad, in addition to volume change and sub-metrics of volume change.
● An Advanced Machine Learning Model: A singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
● Proven Performance and Brand Results: Up to a 130% lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing 91 per cent higher brand consideration and 166 per cent higher purchase intent.
● Unification of Media Quality with Human Attention: IAS is the first company to combine one of the world’s largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.
With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score.
“The latest enhancements to IAS’s Quality Attention offering are a step forward in creating a more accurate picture of attention for advertisers,” said Mike Follett, CEO at Lumen Research. “We were excited to combine our cutting-edge eye-tracking data with IAS’s attention model and now advertisers have access to even more granular information across the in-app environment.”
In January 2024, IAS announced the general availability of its Quality Attention measurement product – the first to unify media quality and eye tracking with machine learning. The offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
