Integral Ad Science (IAS) and DoubleVerify have both introduced new attention measurement solutions tailored for Snapchat, enhancing how advertisers track engagement. IAS partnered with Snap and Lumen Research to create a first-of-its-kind solution using Lumen's eye-tracking technology to measure attentive seconds per thousand. Simultaneously, DoubleVerify is merging ad exposure data with Lumen's eyes-on-screen signals, creating a comprehensive measurement tool. This development promises advertisers unprecedented insights into engagement metrics and comparative performance across verticals on Snapchat.
IAS's new attention measurement solution combines Lumen's eye-tracking insights with AI-powered media quality data to enhance engagement measurement for Snap ads.
DoubleVerify's solution integrates ad exposure metrics with eyes-on-screen signals, providing a comprehensive overview of attention metrics for Snapchat advertisers.
For the first time, advertisers will receive a combined view of impression-level ad metrics alongside eye-tracking data, offering deeper insights into ad performance.
This new attention measurement capability not only measures overall ad attention but also enables performance comparisons across different verticals.
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