Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, announces a groundbreaking strategic partnership with Snap Inc. (NYSE: SNAP) and Lumen Research to deliver a custom attention measurement solution for Snapchat. With the launch of Snap Attention Measurement, advertisers now have direct, integrated access to attention metrics on social media, combining Lumen’s eye-tracking technology with IAS’s AI-powered media quality data. The result is a unique Snapchat attention score, available within the IAS Signal platform.
“Advertisers are increasingly seeking deeper understanding of how consumers interact with media,” says Lisa Utzschneider, CEO of Integral Ad Science. “Our unprecedented new partnership with Snap and Lumen Research provides comprehensive visibility into attention. We unify real user data with media quality data to deliver a holistic understanding of attention—driving media performance on one of the world’s leading social platforms.”
With Snap Attention Measurement, advertisers will gain access to:
- Custom Snapchat attention metric: go beyond viewability measurement and access detailed attention insights directly in the IAS Signal platform, combining Lumen’s attention model with IAS’s media quality metrics to evaluate Snapchat campaign performance and engagement.
- Cross-channel holistic attention view: easily view Snapchat attention data alongside IAS’s quality attention metrics across different platforms and channels.
- Trusted third-party independent measurement: provide brands with a reliable, independent attention measurement solution to support their campaign performance goals.
Attention measurement powered by Lumen Research for Snapchat uses eye-tracking technology based on the world’s largest opt-in dataset, enabling advertisers to move beyond visibility metrics to gain deeper, actionable insights into consumer behavior and actual attention devoted to campaigns.
“This partnership is a major advancement for the so-called Attention Economy—giving Snap advertisers the clarity and confidence needed to measure how attention drives action,” says Mike Follett, CEO of Lumen Research. “At Lumen, we know that what people pay attention to is what truly shapes behavior.”
The Snap Attention Measurement will be available in IAS Signal, IAS’s unified reporting platform that provides the data and insights advertisers need to efficiently measure and optimize digital campaigns across all channels.
IAS is a global leader in attention measurement and optimization. In December 2024, the company launched its Quality Attention™ Optimization productin beta, enabling advertisers to activate attention insights and optimize programmatic campaigns in real time. This innovative solution combined Lumen’s predictive eye-tracking technology with IAS’s AI-driven measurement, offering a new way to understand and act on real consumer engagement with ads. At the same time, IAS also announced an expanded partnership with Lumen to bring social media attention measurement to its clients—with metrics available for social platforms and the open web.
