Standard AI Enhances Retail Analysis with Visual Engagement Score
In a notable advancement within the retail analysis sector, Standard AI, a key provider of retail data solutions, has introduced a new feature to its VISION Analytics Platform: the Visual Engagement Score. This enhancement is designed to offer businesses real-time insights into how consumers engage with products, in-store media, marketing initiatives, and promotions. By using this tool, retailers can establish a clearer correlation between their merchandising efforts and actual conversion rates—an insight that can prove crucial for optimizing in-store layouts and marketing strategies.
The VISION platform has long been a tool for retailers seeking data-driven insights into consumer behaviour and product performance. It analyses various elements including dwell time, shopper orientation, proximity, and engagement levels. Through these metrics, VISION evaluates shopper interactions across different points in a store, particularly focusing on products, advertisements, and high-impact zones. The addition of the Visual Engagement Score allows retailers to track and visualize customer conversion journeys and receive immediate feedback on the effectiveness of current product promotions and advertising strategies.
Importantly, Standard AI achieves these insights through methods that prioritize customer privacy, notably excluding facial recognition technology and anonymizing customer identities as they enter retail locations.
Integral Ad Science Extends Quality Attention to Publishers
Meanwhile, another significant development in the media and technology landscape comes from Integral Ad Science (IAS), a renowned global platform for media measurement and optimisation, which recently expanded its Quality Attention™ measurement capabilities to cater to publishers and sell-side platforms (SSPs). Previously exclusive to advertisers, this tool now allows publishers to access and leverage actionable insights aimed at enhancing ad effectiveness and optimizing revenue streams.
The updated Quality Attention tool provides publishers and SSPs with critical metrics that illuminate inventory quality and optimises user engagement. By applying these insights, platforms can achieve better alignment with advertiser expectations, fostering a more standardized ecosystem for transactions between buyers and sellers on attention metrics.
Cameron Miille, Chief Revenue Officer of Publica by IAS, expressed enthusiasm about the new capabilities, noting that the Quality Attention offering is tailored to deliver insights that translate into increased revenue for publishers and higher conversion rates and return on ad spend (ROAS) for advertisers.
Key features of Quality Attention for Publishers include improved revenue opportunities through maximized yield, enhanced transparency into advertiser performance, and the potential to refine inventory through continuous optimisation. It opens avenues for creating unique revenue streams by integrating attention data into custom segments designed to reach highly engaged audience groups.
Leveraging advanced machine learning and a comprehensive set of data signals, IAS has developed an attention score that aggregates viewability and user interaction metrics. This attention score offers publishers precise, actionable insights into their most performant inventory, enabling them to justify cost-per-thousand impressions (CPMs) more effectively by delivering superior ad performance.
Jacquie Pelusi, Senior Director of Commercial Operations at Tripadvisor, highlighted the platform’s excitement in demonstrating audience engagement through attention metrics, which are familiar to advertisers, marking a step forward in communicating advertising value to partners.
As the demand for detailed performance data grows among publishers looking to secure and retain advertiser engagement, IAS’s expanded offering aims to meet this need by providing essential tools to unveil insights that drive revenue. With these capabilities, Quality Attention data can be further used for the creation of custom segments, fostering new monetisation opportunities and premium private marketplace offerings. This expansion comes on the heels of IAS’s July 2024 announcement about mobile in-app support, following its January 2024 launch that combined media quality and eye tracking with AI.
Source: Noah Wire Services