IAS Launches First-to-Market AI-Powered Social Attention Measurement for Snap
Rhea-AI Summary
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.
Positive
- 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
Negative
- 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.
FAQ
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