Integral Ad Science announces launch of IAS Election Lab ahead of 2024 global elections

Ads adjacent to risky political party content had a 66 percent lower success rate and a 29% higher, or $0.82 increase, in cost per conversion.

By  Storyboard18May 15, 2024 9:35 AM
Integral Ad Science announces launch of IAS Election Lab ahead of 2024 global elections
News-related misinformation appears to rise in conjunction with high-profile news events.

Integral Ad Science announced the launch of the IAS Election Lab. Led by IAS Research and Insights, Data Science, and Brand Safety Specialists, the IAS Election Lab aims to provide strategic guidance and actionable insights for advertisers during the global election season.

“As election season intensifies, marketers must be increasingly mindful of the content that they run adjacent to, which could range from misinformation to undesirable subject matter that may not be brand safe or suitable,” said Lisa Utzschneider, CEO of IAS. “The IAS Election Lab is committed to using the power of data science to help brands navigate the risks and opportunities that the elections will bring and provide actionable insights to ensure marketers can focus on performance.”

The IAS Election Lab’s tentpole research addresses marketers’ concerns as we enter the election season, including how to avoid misinformation and controversial content around Super Tuesday and other political events, while continuing to effectively reach engaged audiences and maintain brand reputation.

Highlights From The IAS Election Lab Research Include:

News-related misinformation appears to rise in conjunction with high-profile news events. This year, traffic peaked two days before Super Tuesday, marking a threefold increase compared to the Q1 volume rate.

Ads adjacent to risky political party content had a 66% lower success rate and a 29% higher, or $0.82 increase, in cost per conversion. Similarly, ads adjacent to news-related misinformation had a 53% lower success rate and an 8% higher, or $0.23 increase, in cost per conversion.

After tracking the volume of negative sentiment political party impression traffic throughout Q1 2024, the IAS Election Lab found that traffic spiked in tandem with salient political events — including Super Tuesday.

During the 2020 presidential election, IAS observed that more than three in four consumers believed online advertising would play an important role in determining the outcome of the election.

First Published on May 15, 2024 9:35 AM

More from Storyboard18

How it Works

Indians want govts, tech companies to collaborate to protect election integrity: Adobe Report

Indians want govts, tech companies to collaborate to protect election integrity: Adobe Report

How it Works

SC slams BJP ‘disparaging ads’ against TMC, refuses to interfere with HC order

SC slams BJP ‘disparaging ads’ against TMC, refuses to interfere with HC order

How it Works

Whilter.AI announces expansion plans and revenue projection of INR 7 crores for FY 2024-25

Whilter.AI announces expansion plans and revenue projection of INR 7 crores for FY 2024-25

How it Works

AMFI joins hands with Mirum India and WebEngage to elevate investor engagement

AMFI joins hands with Mirum India and WebEngage to elevate investor engagement

How it Works

SEBI restricts sharing real-time market data with fantasy games, virtual trading platforms

SEBI restricts sharing real-time market data with fantasy games, virtual trading platforms

How it Works

Half of global consumers would like to have an AI clone for admin tasks: Dentsu report

Half of global consumers would like to have an AI clone for admin tasks: Dentsu report

How it Works

DoT issues directions to TSPs for blocking of incoming international spoofed calls

DoT issues directions to TSPs for blocking of incoming international spoofed calls

How it Works

DD Kisan to launch two AI anchors - AI Krish and AI Bhoomi

DD Kisan to launch two AI anchors - AI Krish and AI Bhoomi