Integral Ad Science (IAS) has partnered with Snap Inc to launch a new AI-powered solution, Snap Attention Measurement, developed in collaboration with Lumen Research to provide advertisers with enhanced insights into consumer attention on Snapchat. It follows the launch of a similar product by DoubleVerify earlier this week. 

The Snap Attention Measurement solution integrates IAS's media quality data with Lumen's predictive eye-tracking technology, resulting in a bespoke attention score specifically for Snapchat campaigns. This attention score is accessible within IAS Signal, the company's unified reporting platform.

The newly introduced Snapchat-specific attention score combines real eye-tracking data with IAS media quality signals. It is designed to be comparable across various platforms and channels, aligning with IAS's existing Quality Attention metrics. The measurement is independent and third-party, offering advertisers trusted attention insights to support performance goals and optimization efforts.

The partnership between IAS, Snap Inc., and Lumen Research is intended to assist advertisers in understanding and acting on the factors driving engagement within the attention economy. IAS positions itself as a global leader in media measurement and optimization, providing data that aims to drive results for advertisers, publishers, and media platforms.

"Advertisers are increasingly seeking deeper understanding into how consumers engage with their media," said CEO of Integral Ad Science, Lisa Utzschneider. "Our new first-to-market partnership with Snap and Lumen Research creates a complete view of attention. It unifies real-world user data with media quality data to provide a holistic understanding of attention to drive media performance in a leading global social platform."

CEO of Lumen Research, Mike Follett, said: "This partnership is a major step forward for the Attention Economy — giving advertisers on Snap the clarity and confidence to measure how attention drives action... At Lumen, we know it’s what people pay attention to that truly shapes behaviour."

In December 2024, IAS introduced its Quality Attention Optimization product in beta, which also combines Lumen's eye-tracking technology with IAS's AI-driven measurement. This move aligns with IAS's mission to establish itself as the global benchmark for trust and transparency in digital media quality.