Case Study: Upwave achieves +29% unaided awareness and +46% ad recall with Integral Ad Science's MFA Measurement

Ias mfa measurement Drives superior Results

Upwave, an analytics platform for brand advertising, partnered with Integral Ad Science to run a brand lift study (June–August 2024) assessing how IAS’s Made‑For‑Advertising (MFA) measurement product affects upper‑funnel KPIs. The study used a control/exposed design and compared impressions served on Quality Sites versus those in MFA or Ad Clutter environments, measuring unaided awareness and ad recall.

Integral Ad Science applied its MFA measurement and optimization — using advanced machine learning to identify and avoid MFA and ad‑clutter sites — and the Upwave study (Aug 2024; sample: 129 Quality Sites, 696 No MFA or Ad Clutter) found impressions on Quality Sites drove a 29% lift in unaided awareness and a 46% lift in ad recall versus MFA/Ad Clutter. IAS also reports up to a 174% lift in conversion rates when serving impressions on quality media, demonstrating reduced wasted spend and stronger campaign performance.

Upwave