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
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
