The Congruence Effect Report from IAS Shows Ad Context is Critical
Integral Ad Science (IAS), the global leader in digital ad verification, released a new research study, The Congruence Effect. Surveying over 1,000 U.S. consumers, this new report from IAS explores how aligning ad messaging to content sentiment impacts consumer preference.
“Contextual targeting represents a major opportunity for brands in 2021 and understanding the congruence of an ad’s message to the sentiment of its contextual surroundings is a critical piece of this puzzle,” said Tony Marlow, CMO, IAS. “This new research…