Integral Ad Science (IAS) announced on June 30, 2025, a first-to-market strategic partnership with Snap Inc. and Lumen Research. This collaboration introduces customized attention measurement to Snapchat, enabling advertisers to gain social attention metrics directly within the IAS Signal platform.
The new Snap Attention Measurement combines Lumen eye-tracking technology with IAS's AI-powered media quality data to create a bespoke Snapchat attention score. This unified approach provides advertisers with a complete view of how consumers engage with their media, moving beyond traditional viewability metrics.
Lumen's attention models, backed by the world's largest opt-in eye-tracking dataset, measure over 300 billion impressions across multiple social platforms. This partnership aims to provide advertisers on Snap with the clarity and confidence to measure how attention drives action, enhancing media performance on a leading global social platform.
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