Snap Attention Measurement will allow advertisers to gain social attention metrics combining Lumen eye tracking and IAS’s AI media quality data to create a bespoke Snapchat attention score within the IAS Signal platform.  

Snap Inc and IAS last year agreed a partnership that saw IAS provide advertisers with greater transparency about the performance of their campaigns on Snapchat through its Total Media Quality Brand Safety and Suitability Measurement product.

IAS has also expanded its partnership with Lumen Research to bring social attention measurement to IAS customers, which allows advertisers to access attention metrics across social platforms and the open web via IAS platforms.  

“Advertisers are increasingly seeking deeper understanding into how consumers engage with their media,” said Lisa Utzschneider, chief executive at Integral Ad Science.

“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.” 

Mike Follett, chief executive at Lumen Research, 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.”