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 customized attention measurement solution on Snapchat. With the launch of Snap Attention Measurement, advertisers now have access to attention metrics on social media in a direct and integrated way, combining Lumen's eye-tracking technology with IAS's media quality data, powered by AI. The result is an exclusive 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 offers 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 world's leading social platforms.
With Snap Attention Measurement, advertisers will have access to:
- Custom attention metric on SnapchatGo beyond viewership measurement and access detailed attention insights directly on the IAS Signal platform, combining Lumen's attention model with IAS media quality metrics to evaluate campaign performance and engagement on Snapchat.
- Holistic attention overview across channelsEasily visualize attention data on Snapchat alongside IAS quality attention metrics across different platforms and channels.
- Reliable measurement by independent third partiesOffer brands a reliable and independent attention measurement solution, supporting their campaign performance objectives.
The attention measurement technology from Lumen Research for Snapchat uses eye-tracking based on the world's largest opt-in dataset, allowing advertisers to go beyond visibility metrics to gain deeper, actionable insights into consumer behavior and the actual attention given to campaigns.
"This partnership is an important step forward for the so-called Attention Economy — providing advertisers on Snap with the clarity and confidence needed to measure how attention leads to actions," says Mike Follett, CEO of Lumen Research. At Lumen, we know that what people pay attention to is what truly shapes behavior.
THESnap Attention Measurementwill be available atIAS SignalIAS's unified reporting platform that provides the data and insights needed for advertisers to measure and optimize digital campaigns efficiently across all channels.
IAS is a global reference in attention measurement and optimization. In December 2024, the company launched its beta version.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 the consumer's real engagement with the 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.
