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1、JULY 2024TAKING ACTION ON ATTENTIONVOLUME IITAKING ACTION ON ATTENTION:VOLUME II|2EXECUTIVE SUMMARYINTRODUCTIONA SUPERIOR STRATEGY:QUALITY ATTENTIONTMTHE CONNECTION BETWEEN ATTENTION AND PERFORMANCEQUALITY ATTENTIONTM AND PROVEN RESULTSTHE FUTURE OF QUALITY ATTENTIONTMQUALITY ATTENTIONTM BEST PRACTI

2、CESTABLE OF CONTENTS10141821753TAKING ACTION ON ATTENTION:VOLUME II|3EXECUTIVE SUMMARY3Continued on next pageAttention remains a pivotal topic in digital media.As marketers strive to capture and retain consumer attention,the methods and metrics used to measure this elusive concept have evolved.While

3、 traditional metrics like viewability have laid the groundwork,its clear that a more comprehensive approach to measuring attention is needed to drive meaningful business results.To better understand how attention is related to performance,Integral Ad Science(IAS)conducted extensive research,which in

4、cluded studies with media experts and observational analyses based on data from our more than 280 billion digital interactions captured daily.ATTENTION IS A MEASURE OF WHETHER OR NOT AN AD RESONATES WITH CONSUMERS AND CAN BE LINKED TO BUSINESS RESULTSThrough IASs advanced machine learning model for

5、Quality Attention,we analyzed the complex relationship between attention metrics and business results,revealing that high attention significantly enhances campaign performance.This finding demonstrates the critical importance of focusing on a holistic approach to measuring attention encompassed by v

6、isibility,situation,and interaction signals.Quality AttentionTM combines these signals to estimate the propensity of a conversion event or click,offering more actionable insights than traditional proxy metrics,like standalone viewability or time-in-view.TAKING ACTION ON ATTENTION:VOLUME II|4EXECUTIV