New York, June 30, 2025 – Integral Ad Science (Nasdaq: IAS), a global leader in digital media measurement and optimization, has announced a landmark collaboration with Snap Inc. (NYSE: SNAP) and Lumen Research to introduce the industry’s first AI-powered social attention measurement solution tailored for Snapchat campaigns. The innovation leverages advanced eye-tracking research and proprietary AI-driven data analytics to deliver comprehensive, real-time insights on how users actually engage with ad content across the Snapchat platform.

A Breakthrough in Measuring Social Attention

Modern advertisers are increasingly demanding precise data on how consumers interact with their content beyond traditional metrics like views or impressions. Meeting this demand, the new Snap Attention Measurement tool provides advertisers with a bespoke Snapchat attention score calculated within the IAS Signal platform. This metric is built on Lumen Research’s predictive eye-tracking technology—the world’s largest opt-in dataset for visual attention—integrated with IAS’s AI-powered media quality measurements. The result is a holistic, independent, and actionable understanding of consumer attention throughout Snapchat ad campaigns.

“Advertisers are increasingly seeking deeper understanding into how consumers engage with their media,” noted 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, driving media performance in one of the world’s most influential social platforms.”

Key Features and Benefits for Brands

• Custom Attention Metrics on Snapchat: The solution goes beyond simple viewability, providing granular attention insights powered by Lumen’s attention models and IAS’s advanced measurement technologies. Advertisers can evaluate media performance and user engagement with unprecedented detail.
• Omnichannel Visibility: Snap Attention metrics can be compared and analyzed alongside IAS attention measurements from other social platforms and the open web within a single dashboard, delivering a unified view of cross-channel campaign effectiveness.
• Trusted Third-Party Measurement: The collaboration ensures advertisers receive reliable, independent validation of attention data, supporting transparency and helping brands achieve their performance benchmarks.

The Significance of Attention Metrics in Modern Digital Marketing

In the rapidly evolving ‘Attention Economy’, advertisers must do more than simply serve ads; they must ensure those ads meaningfully capture and retain consumer attention. According to Lumen Research, actual attention paid to ads is a leading indicator of subsequent consumer behavior, making attention metrics critical to optimizing ad spend and improving campaign ROI.

Mike Follett, CEO of Lumen Research, emphasized: “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. At Lumen, we know it’s what people pay attention to that truly shapes behaviour.”

Recent industry analysis highlights that as much as 70% of digital advertising spend is wasted on ads that never actually garner sufficient user engagement. By incorporating validated attention metrics, brands can more effectively target budgets for systems and creative that demonstrably move the needle.

How AI and Eye-Tracking Technology are Reshaping Ad Effectiveness

The integration of Lumen’s eye-tracking studies— amassing billions of data points from voluntary participants—with machine learning algorithms developed by IAS, creates a dynamic model that can predict in real-time how Snapchat users view, glance at, or otherwise interact with sponsored content. This is particularly crucial for Snapchat, a social network that reaches over 414 million daily active users globally (Q1 2025 data, Snap Inc.), with a highly engaged Gen Z and Millennial audience known for quick scrolling and visual interactions.

With privacy regulations on the rise and economic pressures forcing brands to justify digital investments, AI-powered measurement tools offer much-needed transparency and efficiency. IAS’s own studies in late 2024 showed that campaigns optimized for Quality Attention Score achieved up to 30% higher conversion rates versus baseline campaigns, demonstrating the business value of these next-generation metrics.

Real-Time Optimization via IAS Signal Platform

Snap Attention Measurement will be available within IAS Signal, IAS’s flagship platform that unifies cross-channel reporting, creative analytics, and measurement optimization. This allows advertisers to:

• Visualize and compare attention metrics across digital and social platforms.
• Identify performance bottlenecks or underperforming creative assets.
• Optimize campaigns in real time to improve both user engagement and conversion outcomes.

IAS also recently rolled out its Quality Attention™ Optimization product in December 2024, reinforcing its global leadership in actionable ad measurement and optimization. The company’s ongoing investment in AI, software usability, and cross-platform partnerships continues to raise the bar for digital advertising transparency and results.

Looking Ahead

The Snap-IAS-Lumen partnership sets a new industry standard for understanding—and acting on—the quality of consumer attention in social advertising. As platforms like Snapchat continue to redefine the social content experience, tools enabling brands to keep pace will remain essential. With regulators, advertisers, and platforms aligned on the value of independent, privacy-safe, and AI-powered attention measurement, the future of digital marketing looks increasingly data-driven and accountable.

For more details about IAS’s attention measurement solutions or to get started, visit integralads.com/solutions/attention.