Author at Integral Ad Science

Kimberly-Clark Drives Sales Lift with IAS Quality Attention™

IAS Team — Mon, 29 Sep 2025 12:00:00 +0000

The Mission

Kimberly-Clark partnered with IAS and NCSolutions (NCS) to understand how media quality impacts business outcomes — specifically sales lift and return on ad spend (ROAS). With growing interest in attention-based metrics, the brand wanted to validate if IAS Quality Attention could translate into improved outcomes across different digital formats.

The Approach

The study was conducted in two parts. Test 1 ran in Q2 2024 and focused solely on browser display media. Test 2, which ran in Q4 2024, expanded to include video and mobile in-app formats. NCS’s Sales Effect methodology was used to compare sales from exposed households to a modeled baseline, isolating the incremental impact of exposure to higher-attention media.

For both tests, IAS segmented impressions by below-average and above-average Quality Attention scores, allowing Kimberly-Clark to directly compare sales outcomes between the two.

The Results

In Test 1, limited to browser display, there was no significant difference in sales lift between low and high attention segments. But in Test 2, where display, video, and in-app ads were included, the picture changed dramatically.

Attention scores rose by 36%—from an average of 53 in Test 1 to 72 in Test 2. More importantly, households exposed to above-average attention media in Test 2 saw a 313% higher sales lift than those in the below-average group. The results highlighted how video and in-app formats, when paired with high attention scores, could significantly influence purchase behavior.

Return on ad spend also improved. In both tests, higher attention was correlated with stronger ROAS, but the effect was most pronounced in Test 2. With the addition of high-attention formats, ROAS increased by 78%, reinforcing the link between quality attention and real business outcomes.

Why It Matters

This study demonstrated that attention isn’t just a branding metric — it’s a key indicator of performance. By optimizing toward IAS Quality Attention, Kimberly-Clark was able to identify high-value inventory, allocate budget more effectively, and drive measurable impact on sales.

If you’re still measuring success by impressions alone, you’re leaving impact on the table. Like Kimberly-Clark, you can turn attention into real business outcomes—higher sales, stronger ROAS, and smarter media investment.

The post Kimberly-Clark Drives Sales Lift with IAS Quality Attention™ appeared first on Integral Ad Science.

Driving Media Efficiency for Mid-Market Advertisers with StackAdapt

IAS Team — Wed, 24 Sep 2025 12:00:00 +0000

Launch programmatic campaigns with greater confidence and accuracy in StackAdapt

At IAS, we’re committed to providing programmatic advertisers everywhere with greater transparency, trust, and control over their campaigns. That’s why we’re integrating our pre-bid segments within the StackAdapt DSP.

Advertisers can gain access to IAS pre-bid segments for Viewability, Invalid Traffic, Brand Safety, Context Control Avoidance and Targeting, and Quality Sync that empower them to minimize the risk of their campaigns running alongside harmful content, while preserving scale.

IAS’s pre-bid segments for avoidance and targeting optimization provide advertisers with:

Precision Targeting at Scale: IAS’s advanced predictive science analyzes the true context, sentiment, and semantics of web pages, enabling programmatic buyers to maximize their campaign impact and increase ROI.
Increased Efficiency: IAS’s Quality Sync eases campaign management for advertisers – streamlining workflow, reducing block rates, and improving overall media quality across campaigns.
Simplified Workflow: IAS pre-bid segments can be activated immediately to ensure advertisers can achieve optimal media quality results and hit campaign KPIs without having to worry about mid-flight optimization.
Custom, Dynamic Control: Advertisers can avoid unsuitable content based on brand-specific needs across desktop, mobile web, and in-app, in more than 50 languages.

Closing the gap between performance and brand equity

IAS’s predictive and real-time data allows advertisers to maintain transparency and quality control for display and video ads across desktop, mobile web, and in-app environments. In addition to IAS’s pre-bid segments, advertisers can pair IAS post-bid blocking and verification to refine strategy and enforcement, to create a comprehensive media quality and performance strategy.

Ready to unlock the full potential of your programmatic campaigns?

Talk to an IAS representative to find out how.

The post Driving Media Efficiency for Mid-Market Advertisers with StackAdapt appeared first on Integral Ad Science.

How Danone Improved Click-Through Rates by 1,243%

IAS Team — Mon, 22 Sep 2025 12:00:00 +0000

Key Results

0%

Increase in attention levels

0%

Increase in click-through rates

0%

Drop in cost per click

The Challenge

In a landscape challenged by media quality concerns such as viewability, cost per click, and video completion rates, Danone aimed to turn these obstacles into opportunities. Partnering with IAS, the brand wanted to test whether Quality Attention pre-bid could automatically identify and target high-quality inventory that would drive measurable improvements in campaign performance — not just attention scores, but real business metrics that matter.

The Approach

Danone conducted a two-phase test for their Activia Yogurt campaign targeting women aged 25-54. Phase 1 (May 20 – June 1) served as a measurement-only baseline to establish attention metrics for their digital ads. Phase 2 (June 2 – July 6) implemented IAS Quality Attention pre-bid, focusing programmatic bids on high-attention inventory to enhance audience engagement.

The test measured four critical KPIs: viewability rate, click-through rate, cost per click, and video completion rate. IAS segmented impressions to compare performance and track how pre-bid shifted bidding patterns toward higher-scoring domains.

The Results

The results exceeded all expectations. After activating Quality Attention pre-bid, attention levels rose by 56%, with attention scores jumping over 30 points once optimization was applied.

But the real story was in the performance metrics.

Click-through rates increased by an astounding 1,243% while cost per click dropped by 76%—a combination that dramatically improved campaign efficiency. Video completion rates improved by 6.5%, and viewability rates increased by 5.9%. Every single KPI showed significant improvement.

The optimization fundamentally changed how the campaign allocated spend. Post-optimization analysis revealed a definitive shift toward higher attention-scoring inventory, with the system automatically identifying and prioritizing domains that consistently delivered attention scores above 70 — some reaching as high as 94.

Why It Matters

This study proves that attention-based optimization isn’t just about better measurement — it’s about better results. By leveraging IAS Quality Attention pre-bid, Danone achieved the holy grail of programmatic advertising: higher engagement at lower cost.

The dramatic improvement in click-through rates combined with reduced costs demonstrates that attention directly correlates with user engagement and campaign efficiency. When you target inventory that genuinely captures user attention, everything else follows: better viewability, higher completion rates, and more cost-effective delivery.

Ready to transform your programmatic performance?

Talk to your IAS representative to get started with Quality Attention pre-bid and discover what 1,243% CTR improvement could mean for your campaigns.

The post How Danone Improved Click-Through Rates by 1,243% appeared first on Integral Ad Science.

IAS and Good-Loop Team Up to Enhance and Expand Emissions Measurement for Advertisers

IAS Team — Tue, 16 Sep 2025 12:00:00 +0000

At IAS, we’ve always believed that media quality means more than making sure ads are viewable, fraud-free, and brand-safe. It’s also about accountability — and that includes environmental responsibility and transparency. That’s why we’re excited to announce our expanded partnership with Good-Loop, making advanced carbon emissions measurement available to all IAS customers globally at no extra cost.

Why This Matters

As carbon emissions legislation rolling out across the globe and brands setting new sustainability goals, understanding the environmental impact of digital advertising has never been more important. Measuring carbon emissions is quickly becoming a core part of media quality — right alongside viewability, fraud prevention, brand safety and suitability, and geographic accuracy.

Now, every impression IAS measures across the open internet will include data on its carbon footprint, helping to make this standard practice for all advertisers and giving them the transparency they need to take meaningful action.

Powered by Good-Loop

Good-Loop, a certified B Corporation on a mission to deliver positive, climate-friendly advertising, has been powering emissions measurement within IAS Signal since 2023. Together, we’ve collaborated with early-adopter advertisers to create emissions benchmarks while also supporting the Advertising Association and Ad Net Zero in the development of a universal industry standard.

Our Commitment

Both IAS and Good-Loop are committed to leading by example. IAS has voluntarily published data with The Climate Registry and is now officially setting SBTi-verified Net Zero emissions targets, joining over 10,000 companies, including Good-Loop, on the publicly verified path to Net Zero.

When it comes to protecting our planet, actions matter. By integrating sustainability into media quality, we’re helping advertisers reduce their carbon footprint — one campaign at a time.

For more information on IAS’s sustainability initiatives, please visit our ESG page.

The post IAS and Good-Loop Team Up to Enhance and Expand Emissions Measurement for Advertisers appeared first on Integral Ad Science.

Power Stronger Performance on Social

IAS Team — Mon, 15 Sep 2025 12:00:00 +0000

Learn how top advertisers are maximizing performance on social this holiday season

Social media is a high-stakes arena for advertisers. It’s where your audience spends the bulk of their time. But while the reach is undeniable, the content environment is constantly shifting. Virality, user-generated content, and platform-specific trends can change the tone of a feed in minutes — and during the holidays, the pace of change accelerates even more.

In our latest white paper, we explore how Social Optimization is helping global advertisers make their holiday campaigns more efficient, more effective, and more aligned with brand strategy. You’ll find out how top brands are taking charge of their social campaigns this holiday season with real-time suitability controls, seeing results like:

3x ROI on social media campaigns for a global telecommunications brand
48% decrease in wasted ad spend, enabling a leading insurance brand to reinvest back into suitable media
65% reduction in brand suitability fail rates, increasing performance and decreasing waste for a major retail brand

Marketers no longer have to compromise between safety and scale. Maximize your social investment and see better results during the holidays — and beyond.

Download the full white paper to find out how.

The post Power Stronger Performance on Social appeared first on Integral Ad Science.

Media Quality Report: 20th Edition

IAS Team — Tue, 20 May 2025 12:00:00 +0000

Industry-leading benchmarks for superior media quality

IAS is pleased to share the Media Quality Report: 20th Edition — offering trusted benchmarks and global insights based on more than 280 billion digital interactions daily.

As the gold standard in media quality, the Media Quality Report (MQR) is here to help marketers across the globe assess performance through the industry’s most actionable data. This year’s report offers an in-depth look into global media quality data, key trends shaping the digital landscape, and a step-by-step guide for how to get the most out of the MQR.

Dive into this year’s report, with key trends including:

BRAND RISK: The share of offensive content increased 72% year-over-year.
AD FRAUD: Fraud rates for campaigns that were not protected against fraud increased 19%.
VIEWABILITY: Overall viewability stabilized, but global desktop video viewability reached a record high of 83.9%.

With digital media evolving every day, reliable benchmarks are more important than ever. See how your media stacks up — and where to take action next.

Download the report today to access IAS’s industry-leading global benchmarks.

The post Media Quality Report: 20th Edition appeared first on Integral Ad Science.

Introducing Trusted Third-Party Transparency on Google Search Partner Network (SPN)

IAS Team — Thu, 08 May 2025 12:00:00 +0000

Drive performance and suitability on SPN

IAS is pleased to announce the launch of IAS Pre-Screen Brand Safety Solution for Search Partner Network (SPN). This brand safety and suitability solution provides advertisers with greater control over advertising investments before ads are shown across SPN.

SPN inventory consists of search-related websites and apps that help advertisers drive reach and conversions across mobile and desktop. With IAS Pre-Screen Brand Safety Solution for SPN, advertisers can automatically exclude search partner sites aligned to industry standard safety and suitability definitions, across the entire SPN domain list.

Pre-Screen Brand Safety for SPN gives you:

Trusted Third-Party Control: IAS Pre-Screen Brand Safety Solution is based on 12 industry-aligned categories and 4 risk thresholds. Weekly updates ensure domains are regularly filtered out to drive brand safety and suitability across SPN inventory.
Support Across Campaign Types: Utilize IAS’s exclusion lists across all campaign types with SPN inventory, including Search, Standard Shopping, Apps, and Performance Max campaign types, available globally.
Comprehensive Global Coverage: Drive performance with IAS across the Google ecosystem, including YouTube, Google Video Partners, and now SPN.

We’re helping advertisers drive performance and suitability across the Google ecosystem. Access the one sheet and reach out to an IAS representative to get started.

The post Introducing Trusted Third-Party Transparency on Google Search Partner Network (SPN) appeared first on Integral Ad Science.

Social Optimization for TikTok Now Includes Video Exclusion Lists

IAS Team — Mon, 14 Apr 2025 14:00:00 +0000

Access greater control over brand-suitable ad placements on TikTok

Maximizing investments and driving ROI on TikTok is easier than ever. We’ve expanded our industry-leading Social Optimization product to include pre-bid Video Exclusion Lists, empowering you with greater control over your advertising investments on TikTok.

With Social Optimization for TikTok, you get:

Enhanced Customization: Drive further custom suitability on TikTok aligned to the 12 industry-aligned categories with Video Exclusion Lists by avoiding unsuitable content based on your brand-specific needs.
Comprehensive Global Coverage: Pair IAS’s Total Media Quality for TikTok with Social Optimization to ensure a comprehensive global solution for the platform.
Ease of Activation: Seamlessly activate Video Exclusion Lists and access automatically measured and classified impressions from individual campaigns to exclude adjacent content that does not meet your brand preferences. Validate lists are working as intended with Total Media Quality and adjust your suitability strategy as needed.
Frame-by-Frame Analysis: Accurately classify content at scale through frame-by-frame analysis, which is up to 74% more accurate than frame sampling. Frame-by-frame analysis is powered by IAS’s AI-driven Multimedia Technology, combining image, audio, and text signals.

This expansion helps you meet individual brand suitability and contextual requirements while having greater control and confidence in your ad placements on TikTok. Together, IAS optimization and measurement solutions create a closed-loop on TikTok, letting you drive greater media efficiency and ROI.

Access the one sheet now and reach out to an IAS representative to get started.

The post Social Optimization for TikTok Now Includes Video Exclusion Lists appeared first on Integral Ad Science.

Performance & Brand Equity in the New Media Landscape

IAS Team — Wed, 09 Apr 2025 12:00:00 +0000

How advertisers can drive performance and elevate brand reputation in a dynamic media landscape

In a digital world where unpredictability is the norm, advertisers face the constant challenge of safeguarding their brand’s reputation — but cost often gets in the way. So how can advertisers proactively protect their brands while also prioritizing cost efficiency?

Our latest white paper, Performance & Brand Equity in the New Media Landscape, is a must-read for advertisers looking to improve end-to-end campaign performance and maximize ROI. Backed by real-world case studies, this white paper is your roadmap to simultaneously driving brand equity and cost savings.

Download the white paper now to learn how to:

Leverage a proactive approach to brand safety without sacrificing scale
Reach more consumers in environments you deem safe and suitable
Boost campaign performance and cost savings with Context Control Avoidance

The post Performance & Brand Equity in the New Media Landscape appeared first on Integral Ad Science.

IAS Threat Lab Uncovers Extensive Fraud Scheme Leveraging Fake Android Apps

IAS Team — Wed, 05 Mar 2025 12:58:12 +0000

The Scheme

The IAS Threat Lab has uncovered an extensive and sophisticated ad fraud scheme, codenamed Vapor, that leverages fake Android apps to deploy endless, intrusive full-screen interstitial video ads. Vapor exploits unsuspecting users and ad networks on a massive scale, representing a highly organized and pervasive ad fraud scheme.

Threat Lab has identified over 180 app IDs since early 2024 as part of the Vapor scheme, collectively amassing over 56 million downloads and generating over 200 million bid requests daily, with no real functionality delivered to users.

The Takedown

The IAS Threat Lab has actively worked to disrupt this fraudulent operation, collaborating with industry partners to minimize its impact. As a result of our findings, Google has removed all identified apps from the Play Store. Google Play Protect will warn users and automatically disable these apps, even when they originate from sources outside of Google Play.

We continue to monitor the Vapor operation as threat actors adapt their tactics and as new apps are added to the scheme.

Download the full report to access comprehensive insights on the Vapor scheme, including app design and timeline of events.

IAS partners are safeguarded against the impact of the Vapor threat through our fraud pre-bid avoidance solution available within their DSPs. Our advanced machine learning models power our fraud segments to ensure DSPs do not bid on impressions that originate from these apps. Explore our ad fraud solutions to learn more.

The post IAS Threat Lab Uncovers Extensive Fraud Scheme Leveraging Fake Android Apps appeared first on Integral Ad Science.