Integral Ad Science (Nasdaq: IAS), one of the leading global media measurement and optimization platforms, announces a pioneering strategic partnership with Snap Inc. (NYSE: SNAP) and Lumen Research to offer a personalized attention measurement solution on Snapchat. With the launch of Snap Attention Measurement, advertisers now have access to attention metrics on social media directly and seamlessly, combining Lumen’s eye-tracking technology with IAS’s media quality data, driven by AI. The result is a unique attention score on Snapchat, available within the IAS Signal platform.
“Advertisers are increasingly seeking a deeper understanding of how consumers interact with media,” says Lisa Utzschneider, CEO of Integral Ad Science. “Our new unprecedented partnership with Snap and Lumen Research provides a comprehensive view of attention. We unify real user data with media quality data to provide a holistic understanding of attention — driving media performance on one of the leading global social platforms.”
With Snap Attention Measurement, advertisers will have access to:
- Personalized attention metric on Snapchat: 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 assess campaign performance and engagement on Snapchat.
- Holistic view of attention across channels: easily visualize attention data on Snapchat along with IAS’s quality attention metrics on different platforms and channels.
- Reliable Third-Party Measurement: Provide brands with a reliable and independent attention measurement solution, supporting the performance goals of their campaigns.
Attention measurement using Lumen Research technology for Snapchat utilizes eye-tracking based on the world’s largest opt-in data set, allowing advertisers to move beyond visibility metrics to gain deeper actionable insights into consumer behavior and real attention devoted to campaigns.
“This partnership is a significant advance for the Attention Economy – giving advertisers on Snap the clarity and confidence needed to measure how attention drives actions,” 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 on IAS Signal, IAS’s unified reporting platform providing the data and insights necessary for advertisers to measure and optimize digital campaigns efficiently across all channels.
IAS is the global reference in attention measurement and optimization. In December 2024, the company launched, in beta version, its Quality Attention™ Optimization product, allowing 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 based on actual consumer engagement with ads. At the same time, IAS also announced the expansion of its partnership with Lumen to bring attention measurement on social networks to its clients — with metrics available for social platforms and the open web.
