Integral Ad Science Test Drives Consumer Exposure Model

New York-based Integral Ad Science (IAS) has partnered with a group of unnamed companies to launch a solution which will determine and measure how viewable exposure time and frequency play a role in converting consumer attention into action.

IAS says the closed beta program will help advertisers determine how many times real people were exposed to a campaign along the buyer journey, and how much time they spent at each touchpoint. Known as Consumer Exposure Optimization, the solution uses real-time viewability and ad fraud data and promises a measure of consumers' cumulative viewable exposure time and exposure frequency to a brand's message over the lifetime of a campaign. It should also help eliminate overexposure and reduce underexposure on campaigns; and optimize campaign reach against the drivers that enable brands to influence consumers.

CEO Scott Knoll (pictured) comments: 'The industry has made major strides in measuring viewable impressions, but at the end of the day, buying viewable ads does not ensure attention or influence. We're evaluating the total brand exposure to people for the lifetime of the campaign, and our data shows that the vast majority of consumers can be reached more effectively. Our new solution aims to address this gap and ensure we're exposing consumers for the right time and frequency'.

Web site: www.integralads.com .