IAS & DoubleVerify launch attention metrics for Snapchat Ads

Integral Ad Science (IAS) and DoubleVerify have both introduced new attention measurement solutions for Snapchat, aimed at helping advertisers better understand how users engage with in-app advertisements. While both offerings are developed in partnership with Lumen Research, each company is positioning its tool as a unique first in the market.

IAS has partnered with Snap Inc. and Lumen Research to deliver what it a tool that integrates Lumen’s eye-tracking-based insights with IAS’s AI-driven media quality data to assess ad attention. The methodology relies on predictive models derived from large-scale eye-tracking studies, enabling IAS to estimate attention levels, such as attentive seconds per thousand impressions, without using actual webcam surveillance.

DoubleVerify, meanwhile, is describing its own launch as a “first of its kind.” Its solution also incorporates Lumen’s eye-tracking signals but combines them with DoubleVerify’s impression-level ad exposure metrics, including viewable time and screen share. The platform will provide data on ad focus, dwell time, and an “Attention Index” metric, offering comparative performance analysis across different industry verticals.

Both solutions aim to deliver more nuanced measurement of attention and engagement, allowing advertisers to optimise creative elements and media strategy based on empirical signals rather than assumptions. The new tools reflect growing demand for deeper, more reliable insights into how digital ads perform, particularly on visually driven platforms like Snapchat.