Integral Ad Science launches beta to measure & optimize ad exposure time at the user level

Buying based on consumer exposure metrics is the next evolution of viewability, bets IAS.

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Integral Ad Science is testing a new solution to help brand advertisers measure and optimize their digital display campaigns. The solution aims to move buying beyond basic viewability to a process that accounts for how exposure to ad messaging across properties impacts a campaign’s influence on consumers.

IAS is running a closed beta of Consumer Exposure Optimization, which is part of the IAS Analytics suite, with Fortune 500 customers in what it says is the first-to-market solution of its kind. The system measures the exposure time and viewable frequency of ads at a user level. It’s then able to eliminate overexposure and correct underexposure on campaigns so that some consumers aren’t bombarded with ads while others have little chance of seeing them at all.

“We’ve been seeing that viewability isn’t equally distributed — some consumers are underexposed, some are overexposed,” said Scott Knoll, CEO of IAS by phone. “Viewability has always been tied to a site, now we are tying it to a person and measuring their exposure. Advertisers can then adjust their buys to focus on the underexposed.”

[Read the full article on MarTech Today.]

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About the author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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