IAS and Lumen to Offer Snap Attention Measurement

In New York, media measurement and optimization platform Integral Ad Science (IAS) has announced a partnership with Snapchat parent Snap Inc., and Lumen Research, to bring customized attention measurement to Snapchat.

Snap Attention Measurement will be available in IAS's unified reporting platform Signal, which allows advertisers to measure and optimize their digital campaigns across channels. The new metrics combine Lumen's eye-tracking and IAS's AI-powered media quality data to create a bespoke Snapchat attention score; provide a holistic view of attention metrics across channels; and promise 'trusted, independent third-party attention measurement' to support users' campaign performance goals.

IAS CEO Lisa Utzschneider (pictured) comments: 'Advertisers are increasingly seeking deeper understanding into how consumers engage with their media. 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.'

According to Mike Follett, CEO of Lumen Research, '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.'

Web site: www.integralads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.