Integral Ad Science (IAS) and DoubleVerify have introduced new attention measurement tools for Snapchat ads, aimed at enhancing advertiser insights into user engagement on the platform.
IAS calls its solution “first-to-market,” developed in partnership with Snap Inc. and Lumen Research. It combines Lumen’s eye-tracking-based attention data with IAS’s AI-powered media quality metrics. Rather than tracking individual device cameras, Lumen collects eye-tracking data from large groups to study viewer focus, which powers a predictive attention engine. This approach helps advertisers understand how Snap ads capture user attention with detailed heatmaps and engagement signals.
DoubleVerify offers a similar solution, integrating scalable ad exposure metrics like viewable time and screen share with Lumen’s eyes-on-screen data. This combined approach delivers impression-level exposure metrics alongside attention insights, including ad focus, dwell time, and an “Attention Index” that benchmarks performance across different industry verticals.
Both tools provide deeper visibility into how Snapchat ads perform, allowing advertisers to optimize content for maximum engagement. These measurement solutions could be particularly valuable for brands investing heavily in Snapchat promotions.