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 customized attention measurement solution for Snapchat. With the launch of Snap Attention Measurement, advertisers now have access to direct and integrated attention metrics for social media, combining Lumen’s eye-tracking technology with IAS’s AI-powered media quality data. The result is a proprietary attention score for Snapchat, available within the IAS Signal platform.
“Advertisers are increasingly seeking deeper insights into how consumers interact with media,” says Lisa Utzschneider, CEO of Integral Ad Science. “Our unprecedented new partnership with Snap and Lumen Research provides a comprehensive view of attention. We unify real user data with media quality metrics to deliver a holistic understanding of attention—boosting media performance on one of the world’s leading social platforms.”
With Snap Attention Measurement, advertisers will have 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 assess campaign performance and engagement on Snapchat.
- Cross-channel holistic attention view: Easily view Snapchat attention data alongside IAS’s quality attention metrics across platforms and channels.
- Independent third-party measurement: Provide brands with a reliable, independent attention measurement solution to support their campaign performance goals.
The 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 the real attention given to campaigns.
“This partnership represents a major advancement for the so-called Attention Economy—providing Snap advertisers with 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 on 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 a beta version of its Quality Attention™ Optimization product, enabling advertisers to activate attention insights and optimize programmatic campaigns in real time. This innovative solution combines 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.
