DoubleVerify and Integral Ad Science have launched products to measure attention on Snapchat, assisting marketers in understanding consumer engagement with ads. DoubleVerify's DV Authentic Attention for Social combines ad exposure data with eye-tracking signals to evaluate ad focus, dwell time, and overall attention index. This solution is part of the Media AdVantage Platform, enhancing performance measurement. IAS's Snap Attention Measurement leverages AI-powered media quality data and eye-tracking technology to provide a unique attention score. Both products aim to offer deeper insights into user engagement with ads on Snapchat for advertisers.
DV Authentic Attention for Social provides three key metrics: ad focus evaluates the ability to capture eye gaze, dwell time measures how long an ad holds attention, and attention index benchmarks attention performance.
Snap Attention Measurement utilizes AI-driven media quality data and Lumen's eye-tracking technology to generate a unique Snapchat attention score within the IAS Signal platform.
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