IAS Quality Attention Optimization, which has been released in beta, seeks to optimise campaigns towards high-attention scoring impressions or away from low-attention scoring impressions, driving up attention scores and performance across digital display and video on the open web. 

The pre-existing IAS Quality Attention attempts to unify media quality and eye tracking with machine learning.

The partnership with Lumen will focus on social attention measurement through IAS and attempt to provide advertisers with the ability to measure attention across both programmatic and social campaigns.

Lumen’s attention models measure more than 300 billion impressions across multiple social platforms using predictive eye-tracking technology, with a large, opted-in eye-tracking dataset covering more than 30 countries.

The IAS Quality Attention Optimization beta is open to advertisers now, and social attention measurement with Lumen will be live for IAS customers from January 2025. 

Srishti Gupta, chief product officer at IAS, said: “Alongside our Quality Attention product, bringing social attention measurement with Lumen to our customers offers a holistic approach to understanding how their campaigns are driving attention with consumers across platforms and screens, in order to maximise their return on ad spend, and we’re excited to keep building on our successful partnership with Lumen.”

Mike Follett, chief executive at Lumen Research, said: “We’re thrilled to partner with IAS to expand both the scope of IAS Quality Attention and the actionability of its insights via pre-bid segments, and to bring our social attention measurement reporting to IAS customers.

“Linking attention to outcomes, then providing tools to allow advertisers to optimise for those outcomes, are major steps on the road to a real ‘attention economy’.”