DoubleVerify, IAS develop attention measurement solutions for Snap

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Dive Brief:

• 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 year. 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 also uses Lumen’s eye-tracking technology for a bespoke Snapchat attention score within its IAS Signal platform.

Dive Insight:

In today’s media-saturated world, the question is not how you reach consumers, but whether they are even paying attention at all. The two products from DoubleVerify and IAS are designed to provide advertisers with more insight into whether their ads are keeping viewers interested.

DV Authentic Attention for Social offers three main metrics: ad focus, which evaluates the ability for the ad to capture eye gaze; dwell time, which measures how long an ad holds a users’ attention, measured by seconds the focus 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 within their vertical.

DV Authentic Attention for Social is a key component of the company’s Media AdVantage Platform, which combines campaign outcomes measurement, ad optimization and media verification to maximize performance. The launch of the solution marks an expanded partnership between Snap and DoubleVerify, which already offers fraud, brand suitability and viewability measurement on Snapchat. The new product is available globally on Snapchat and is set to expand to other platforms throughout 2025, per release details.

Snap Attention Measurement, the new product from IAS, will offer similar insights, giving advertisers a bespoke Snapchat attention score within IAS Signal, IAS’s reporting platform, so they can better understand media performance and engagement. The tool combines Lumen eye-tracking and IAS’s AI-powered media quality data to form the attention score.

The latest advertiser offerings from Snap are part of its ongoing efforts to attract more brands to its platform. For example, Snap announced updates to its Sponsored Snaps product and a suite of AI-powered solutions in May. Snap reported $1.36 billion in revenue in Q1 2025, representing 14% year over year growth, per its latest earnings statement.

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