This-Party Ad Measurement Partners Announce New Snap Attention Measurement
Briefly

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.
Read at Social Media Today
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