Integral Ad Science (IAS), media measurement and optimisation platform, today announced a partnership with Snap and Lumen Research to bring personalised attention measurement to Snapchat. Snap Attention Measurement will now allow advertisers to access social attention metrics directly and seamlessly, combining Lumen’s eye-tracking system with AI-powered media quality data from AIS to create a tailored attention score within the IAS Signal platform.

“Advertisers are looking for an ever-deeper understanding of how consumers interact with media,” said Lisa Utzschneider, CEO of Integral Ad Science. “Our new, market-first partnership with Snap and Lumen Research provides a comprehensive view of care. It unifies real user data with media-quality data to provide a comprehensive understanding of performance-driving attention on one of the world’s leading social platforms.”

Lumen Research’s attention measurement for Snap uses eye-tracking technology, backed by opt-in dataset, that enables advertisers to go beyond viewability metrics and gain deeper, actionable insights into consumer behaviour and actual attention.

“This partnership is an important step forward for the Attention Economy – giving advertisers on Snap the clarity and confidence to measure how attention drives action,” added Mike Follett, CEO of Lumen Research. “At Lumen, we know that it’s what people pay attention to that really shapes their behavior.”

Snap Attention Measurement will be available on IAS Signal, IAS’s unified reporting platform that provides data and insights to advertisers to easily measure and optimize their digital campaigns across multiple channels.

Additionally, DoubleVerify, the software platform to verify media quality, optimise ad performance, and prove campaign outcomes, has announced the launch of DV Authentic Attention for Social. The product will also first launch with Snap, combining timely platform signals with eye-tracking insights. The new solution marks an expansion of DV’s attention measurement capabilities, now spanning open web, connected TV (CTV) and social media.

“Snap’s immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments,” said Mark Zagorski, CEO of DoubleVerify. “This will give advertisers further visibility into how users engage with their campaigns, transforming how performance is measured and empowering smarter, more impactful media investment decisions.”

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Tags: AI, IAS, Integral Ad Science, snap, snapchat