Case Study: LifeLock achieves up to 7x increase in homepage visits by optimizing time‑in‑view and frequency with Integral Ad Science

LifeLock collaborates with IAS to identify exposure levels required to elevate online conversions

LifeLock, an identity‑theft protection company, needed to understand which desktop display exposure levels actually drove online conversions (defined as homepage visits via direct link or search). Traditional delivery metrics weren’t connecting exposure to impact, so LifeLock partnered with verification provider Integral Ad Science to measure how frequency, single‑impression duration, and cumulative time‑in‑view related to conversion lift.

Integral Ad Science implemented a custom measurement solution using impression‑level tagging plus pixel and cookie tracking and a control group, analyzing nearly 95,000 consumers to tie exposure to site visits. IAS found clear thresholds: a single impression of 15–30 seconds produced ~4x lift versus no ads, a frequency of 11–15 ads delivered ~7x the page‑visit rate versus 1–3 ads, and cumulative exposure of 15–30 seconds doubled visits vs 1–5 seconds, with little incremental lift beyond those levels—insights LifeLock used to cap over‑exposure, reallocate budget, and target under‑exposed users for better campaign ROI.

LifeLock