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Like the old carpenter’s rule — “measure twice, cut once” — new rules for advertising metrics aim to eliminate errors.

Now Integral Ad Science (IAS), a technology and analytics company, is partnering with a select group of Fortune 500 companies to determine, measure, and control how viewable exposure time and frequency have a role in turning consumer attention into action.

“IAS is launching a closed beta program on Consumer Exposure Optimization, which will enable advertisers to maximize media spend while effectively reaching and influencing their target audiences,” the company tells MAW. “Now advertisers can determine how many times real people were exposed to the campaign along the buyer journey and how much time they spent with each touchpoint.”

The project is billed as the first-ever market solution to leverage real-time viewability and ad fraud data to optimize consumer ad exposure against ROI.

Consumer Exposure Optimization (now a part of the IAS Analytics suite) will allow brands to:

  • Measure the cumulative viewable exposure time and exposure frequency to a brand’s message consumers experience over the lifetime of a campaign.
  • Programmatically eliminate overexposure and reduce underexposure on campaigns, so brands can even out their messaging distribution and increase the value of their campaigns.
  • Optimize campaign reach against the drivers that enable brands to influence consumers.

“The industry has made major strides in measuring viewable impressions, but at the end of the day, buying viewable ads does not ensure attention or influence,” said Scott Knoll, IAS CEO. “The next step from transacting on viewability is starting to think about viewability in terms of the consumer rather than just an individual impression. Our new solution aims to address this gap and ensure we’re exposing consumers for the right time and frequency.”

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