IAS Launches First-to-Market AI-Powered Social Attention Measurement for Snap
Integral Ad Science (Nasdaq: IAS) has announced a strategic first-to-market partnership with Snap Inc. (NYSE: SNAP) and Lumen Research to introduce customized attention measurement for Snapchat campaigns. The new Snap Attention Measurement solution combines Lumen's eye-tracking technology with IAS's AI-powered media quality data to create a specialized Snapchat attention score within the IAS Signal platform.
The solution offers advertisers three key benefits: a custom attention metric specific to Snapchat, a comprehensive view of attention metrics across multiple channels, and trusted third-party measurement. This development builds upon IAS's December 2024 launch of Quality Attention™ Optimization product in beta, which enables real-time optimization of programmatic campaigns.
Integral Ad Science (Nasdaq: IAS) ha annunciato una partnership strategica e innovativa con Snap Inc. (NYSE: SNAP) e Lumen Research per introdurre una misurazione personalizzata dell'attenzione nelle campagne Snapchat. La nuova soluzione Snap Attention Measurement combina la tecnologia di tracciamento oculare di Lumen con i dati di qualità media basati sull'intelligenza artificiale di IAS, creando un punteggio di attenzione specifico per Snapchat all'interno della piattaforma IAS Signal.
Questa soluzione offre agli inserzionisti tre vantaggi principali: una metrica di attenzione personalizzata specifica per Snapchat, una visione completa delle metriche di attenzione su più canali e una misurazione affidabile da parte di terzi. Questo sviluppo si basa sul lancio beta di dicembre 2024 del prodotto Quality Attention™ Optimization di IAS, che consente l'ottimizzazione in tempo reale delle campagne programmatiche.
Integral Ad Science (Nasdaq: IAS) ha anunciado una asociación estratégica pionera con Snap Inc. (NYSE: SNAP) y Lumen Research para introducir una medición personalizada de la atención en las campañas de Snapchat. La nueva solución Snap Attention Measurement combina la tecnología de seguimiento ocular de Lumen con los datos de calidad de medios impulsados por IA de IAS para crear una puntuación de atención especializada para Snapchat dentro de la plataforma IAS Signal.
La solución ofrece a los anunciantes tres beneficios clave: una métrica de atención personalizada específica para Snapchat, una vista integral de las métricas de atención en múltiples canales y una medición confiable de terceros. Este desarrollo se basa en el lanzamiento beta de diciembre de 2024 del producto Quality Attention™ Optimization de IAS, que permite la optimización en tiempo real de campañas programáticas.
Integral Ad Science (나스닥: IAS)는 Snap Inc. (NYSE: SNAP) 및 Lumen Research와 전략적 최초 시장 진입 파트너십을 발표하여 Snapchat 캠페인을 위한 맞춤형 주의 집중 측정 솔루션을 도입했습니다. 새로운 Snap Attention Measurement 솔루션은 Lumen의 시선 추적 기술과 IAS의 AI 기반 미디어 품질 데이터를 결합해 IAS Signal 플랫폼 내에서 Snapchat 전용 주의 집중 점수를 생성합니다.
이 솔루션은 광고주에게 세 가지 주요 이점을 제공합니다: Snapchat에 특화된 맞춤형 주의 집중 지표, 다중 채널에 걸친 주의 집중 지표의 종합적 뷰, 그리고 신뢰할 수 있는 제3자 측정입니다. 이 개발은 2024년 12월 IAS가 베타로 출시한 Quality Attention™ Optimization 제품을 기반으로 하며, 이는 프로그래매틱 캠페인의 실시간 최적화를 가능하게 합니다.
Integral Ad Science (Nasdaq : IAS) a annoncé un partenariat stratégique inédit avec Snap Inc. (NYSE : SNAP) et Lumen Research pour introduire une mesure personnalisée de l’attention pour les campagnes Snapchat. La nouvelle solution Snap Attention Measurement combine la technologie de suivi oculaire de Lumen avec les données de qualité média alimentées par l’IA d’IAS afin de créer un score d’attention spécifique à Snapchat au sein de la plateforme IAS Signal.
Cette solution offre aux annonceurs trois avantages clés : une métrique d’attention personnalisée propre à Snapchat, une vue complète des métriques d’attention sur plusieurs canaux, et une mesure tierce de confiance. Ce développement s’appuie sur le lancement en version bêta en décembre 2024 du produit Quality Attention™ Optimization d’IAS, qui permet l’optimisation en temps réel des campagnes programmatiques.
Integral Ad Science (Nasdaq: IAS) hat eine strategische Partnerschaft als Erster auf dem Markt mit Snap Inc. (NYSE: SNAP) und Lumen Research angekündigt, um eine maßgeschneiderte Aufmerksamkeitsmessung für Snapchat-Kampagnen einzuführen. Die neue Snap Attention Measurement-Lösung kombiniert Lumens Eye-Tracking-Technologie mit IAS' KI-gestützten Mediendaten, um innerhalb der IAS Signal-Plattform einen speziellen Snapchat-Aufmerksamkeitswert zu erstellen.
Die Lösung bietet Werbetreibenden drei wesentliche Vorteile: eine individuelle Aufmerksamkeitsmetrik speziell für Snapchat, einen umfassenden Überblick über Aufmerksamkeitsmetriken über mehrere Kanäle hinweg und eine vertrauenswürdige Drittanbietermessung. Diese Entwicklung baut auf der im Dezember 2024 gestarteten Beta-Version des Quality Attention™ Optimization-Produkts von IAS auf, das eine Echtzeit-Optimierung programmatischer Kampagnen ermöglicht.
- First-to-market strategic partnership with Snap and Lumen Research
- Integration of eye-tracking technology with AI-powered media quality data
- Expansion of attention measurement capabilities across social platforms
- None.
Insights
IAS's new Snap Attention Measurement represents a strategic advancement in the attention economy, potentially strengthening IAS's competitive position in social measurement.
IAS has launched a first-to-market AI-powered social attention measurement solution for Snapchat, created through a strategic partnership with Snap and Lumen Research. This innovation integrates Lumen's eye-tracking technology with IAS's media quality data to create a customized Snapchat attention score within the IAS Signal platform.
The significance of this development extends beyond a simple feature addition. Attention metrics have become increasingly valuable currency in digital advertising as brands seek more sophisticated measurement beyond basic viewability. By creating a bespoke attention measurement solution for Snapchat, IAS is positioning itself as the connecting tissue between major platforms and advertisers' measurement needs.
This launch builds upon IAS's December 2024 beta release of Quality Attention™ Optimization for programmatic campaigns, indicating a consistent strategic expansion of attention measurement capabilities across both social platforms and the open web. The company is methodically building an attention measurement ecosystem that spans multiple channels, potentially creating valuable competitive differentiation.
For advertisers, the value proposition centers on gaining unified attention insights across channels, accessing trusted third-party verification, and moving beyond basic viewability metrics to understand actual consumer engagement. By solving these measurement challenges, IAS potentially strengthens its essential role in the digital advertising ecosystem while expanding its footprint in the increasingly important social media measurement space.
Product Combines Lumen Research Eye-Tracking with IAS Impression Level Data for Social Attention Measurement on Snapchat Campaigns within IAS Signal
"Advertisers are increasingly seeking deeper understanding into how consumers engage with their media," said Lisa Utzschneider, CEO of 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."
Snap Attention Measurement with IAS and Lumen Research gives advertisers:
- A custom attention metric on Snapchat: Go beyond viewability measurement and leverage key attention insights within IAS Signal, powered by Lumen's attention model and combined with IAS's media quality metrics for attention measurement on Snapchat to understand media performance and engagement.
- A holistic view of attention metrics across channels: Seamlessly view Snap Attention and IAS Quality Attention Measurement across platforms and channels.
- Trusted Third-Party Measurement: Providing advertisers with trusted, independent third-party attention measurement to support their campaign performance goals.
Attention measurement powered by Lumen Research for Snap uses eye tracking technology, backed by the world's largest opt-in dataset, enabling advertisers to move beyond viewability metrics and gain deeper, more actionable insights into consumer behavior and real attention.
"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," said Mike Follett, CEO of Lumen Research. "At Lumen, we know it's what people pay attention to that truly shapes behaviour."
Snap Attention Measurement will be available in IAS Signal, IAS's unified reporting platform that delivers the data and insights advertisers need to easily measure and optimize their digital campaigns across channels.
IAS is a global leader in attention measurement and optimization. In December 2024, IAS introduced its Quality Attention™ Optimization product in beta, giving advertisers a powerful new way to activate attention insights and optimize programmatic campaigns in real-time. This first-of-its-kind solution combined Lumen's industry-leading predictive eye-tracking technology with IAS's AI-driven measurement to help advertisers better understand and act on how consumers engage with their ads across screens. Alongside this launch, IAS also announced an expanded partnership with Lumen Research to bring Social Attention measurement to IAS customers —offering advertisers attention metrics across social platforms and the open web via IAS.
For more information, visit: https://integralads.com/solutions/attention/
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
Media Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.
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