MAM
IAS announces attention product to unify media quality and eye-tracking
Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform announced the general availability of its Quality Attention™ measurement product –to unify media quality and eye tracking with machine learning. The new offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.
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. 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.
Integral Ad Science chief commercial officer Yannis Dosios said, “Attention measurement must inform actions that drive superior results for advertisers, Integral Ad Science. Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130 per cent lift in conversion rates leading to a better return on their investment.”
Quality Attention provides global advertisers with:
1. 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.
2. Proven Performance and Brand Results: Up to a 130 per cent 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.
3. 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.
Global healthcare company Sanofi has partnered with IAS as they move beyond traditional ways of measuring media performance. Sanofi CHC Global Digital Media Lead Anna Kechekmadze said, “We know that ad clutter is not only a frustrating consumer experience, but it also correlates with attention and carbon footprint: less ad clutter = more attention and less carbon, Our partnership with IAS on Quality Attention is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs.”
IAS and Lumen Research announced their initial partnership in 2023 to change the way digital advertising impressions are measured for attention-first advertising. Now, IAS customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to yield business results.
Lumen Research CEO Mike Follett said, “We are excited about the evolution of our partnership with IAS and how we are offering advertisers a transparent and more accurate picture of attention, by bringing our cutting-edge eye-tracking data to IAS’s attention model, advertisers have access to the most robust predictive attention models at scale.”
For more information, visit https://integralads.com/solutions/attention/ or read the recent report, The Attention Payoff.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
