- Media measurement platforms DoubleVerify and Integral Ad Science (IAS) have unveiled products to measure users’ attention on Snapchat, providing marketers with insights into how consumers engage with their ads, per separate announcements.
- DoubleVerify’s product, DV Authentic Attention for Social, launches first with Snap, while additional platform integrations are set for later this 12 months. The solution combines ad exposure data with eyes-on-screen ad signals from Lumen Research.
- The product from IAS, Snap Attention Measurement, leverages artificial intelligence-powered media quality data and in addition uses Lumen’s eye-tracking technology for a bespoke Snapchat attention rating inside its IAS Signal platform.
In today’s media-saturated world, the query will not be the way you reach consumers, but whether or not they are even paying attention in any respect. The two products from DoubleVerify and IAS are designed to offer advertisers with more insight into whether their ads are keeping viewers interested.
DV Authentic Attention for Social offers three major metrics: ad focus, which evaluates the flexibility for the ad to capture eye gaze; dwell time, which measures how long an ad holds a users’ attention, measured by seconds the main target each ad receives; and attention index, which offers an overall measure of attention on Snap and empowers brands to benchmark their results against peer performance inside their vertical.
DV Authentic Attention for Social is a key component of the corporate’s Media AdVantage Platform, which mixes campaign outcomes measurement, ad optimization and media verification to maximise performance. The launch of the answer marks an expanded partnership between Snap and DoubleVerify, which already offers fraud, brand suitability and viewability measurement on Snapchat. The latest product is on the market globally on Snapchat and is about to expand to other platforms throughout 2025, per release details.
Snap Attention Measurement, the brand new product from IAS, will offer similar insights, giving advertisers a bespoke Snapchat attention rating inside IAS Signal, IAS’s reporting platform, in order that they can higher understand media performance and engagement. The tool combines Lumen eye-tracking and IAS’s AI-powered media quality data to form the attention rating.
The latest advertiser offerings from Snap are a part of its ongoing efforts to draw more brands to its platform. For example, Snap announced updates to its Sponsored Snaps product and a set of AI-powered solutions in May. Snap reported $1.36 billion in revenue in Q1 2025, representing 14% 12 months over 12 months growth, per its latest earnings statement.
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