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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.

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

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

Key Results

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Increase in attention levels

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Increase in click-through rates

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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.

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.

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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.

Improve Brand Suitability with Meta Optimization

IAS Team — Thu, 13 Feb 2025 17:00:04 +0000

Leverage Content Block Lists for increased brand suitability on Facebook and Instagram Feed and Reels

Improve media quality and increase brand suitability on Meta. IAS offers advertisers the ability to safeguard and scale their brands with IAS’s industry-leading Social Optimization, including pre-screened Content Block Lists, across Facebook and Instagram Feed and Reels.

Paired with Total Media Quality for Meta, IAS provides end-to-end campaign support for advertisers across Facebook and Instagram Feed and Reels with optimization and measurement.

With IAS’s First-to-Market Content Block Lists, you get:

Pre-screened Lists: Content Blocks Lists, powered by advanced machine learning, are available to activate before impressions are placed to support the delivery of brand suitable ad placements.
Custom, Dynamic Control: Create custom Content Block Lists based on 12 industry-aligned standards and 9 contextual suitability categories. Plus with an hourly refresh of content, the lists keep up with the pace of content creation to ensure brand suitability at scale.
Industry-leading AI-Driven Multimedia Technology: Only IAS analyzes content at the frame-by-frame level, combining image, audio, and text signals for accurate classification.
Seamless Activation: Advertisers can automatically avoid running next to content they deem unsuitable across Facebook and Instagram Feed and Reels using an easy, one-time activation within IAS Signal.
End-to-end Campaign Support: Pair Content Block Lists with Total Media Quality for Meta across 34 languages on Facebook and Instagram Feed and Reels to scale the brand suitability of your digital media investments.

Improve brand suitability and scale across Facebook and Instagram Feed and Reels with end-to-end campaign support from IAS. This product is now available globally.

Access the one sheet or reach out to an IAS representative today.

The post Improve Brand Suitability with Meta Optimization appeared first on Integral Ad Science.

Simplify Your Programmatic Campaigns with Quality Sync in Display & Video 360

IAS Team — Mon, 10 Feb 2025 13:00:00 +0000

Ensure a seamless end-to-end campaign optimization workflow with Quality Sync in Display & Video 360

IAS is pleased to share that we have integrated our Quality Sync pre-bid segment with Display & Video 360. Our unified pre-bid segment is designed to streamline your advertising efforts and drive superior results.

In addition to our off-the-shelf pre-bid segments, you can now also automatically deploy your post-bid settings in pre-bid with IAS Quality Sync, all in Display & Video 360.

With IAS Quality Sync in Display & Video 360, you can:

Simplify Your Workflow: With Quality Sync in Display & Video 360, you can easily manage all your settings for brand safety and suitability and invalid traffic in one place, reducing the potential for errors that can impact campaign performance.
Reduce Block Rates: Quality Sync helps ensure that your campaigns maintain high quality by automating the alignment of pre- and post-bid settings to significantly lower block rates and enhance the quality of impressions.
Maximize Efficiency: Our single segment ID approach simplifies activation across multiple campaigns and buying platforms, and enables consistency. This not only saves time but also improves overall campaign performance, leading to more effective media spend.

Quality Sync bundles brand safety and suitability, invalid traffic, MFA protection, URL blocklists, keyword blocklist settings, and more to provide comprehensive coverage across your programmatic media investments.

Contact an IAS representative today to learn more about Quality Sync and more available IAS products in Display & Video 360.

The post Simplify Your Programmatic Campaigns with Quality Sync in Display & Video 360 appeared first on Integral Ad Science.

The 2025 UK Industry Pulse Report

IAS Team — Tue, 19 Nov 2024 13:00:00 +0000

Industry experts reveal what’s next for digital media in 2025

IAS, in collaboration with YouGov, surveyed UK digital media experts to uncover the trends, technologies, and solutions that will drive digital advertising forward in 2025.

From shifting priorities to anticipated challenges, this year’s Industry Pulse Report offers a comprehensive look at how media experts are preparing for these shifts so you can stay ahead of the curve.

Sneak Peek: Top Priorities & Challenges for 2025

Social Media Takes the Lead: 72% of media experts place social media as their top priority, social shopping and influencer marketing fuelling growth. However 52% of media professionals see social media as the environment most vulnerable to brand risk.
Digital Video Growth: 42% of respondents expect digital video to dominate formats, particularly as it becomes more intertwined with social media. This format’s rise will require attention to new media quality threats like AI-generated content.
Influencer Marketing Ramps Up: 28% of experts are prioritising influencer campaigns to drive social purchases, but the format may face challenges due to growing pains.
Safety Concerns Persist: 34% of advertisers expressed concern with delivering ads alongside risky content and depfakes (31%). 77% of media professionals agree that third-party measurement and optimisation will be important to protect ads from being served alongside deepfakes.

Download your copy of the 2025 Industry Pulse Report now to access the industry’s most actionable insights for a stronger 2025.

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