• by Laurie Sullivan , Staff Writer @lauriesullivan, Today

Integral Ad Science (IAS) on Monday announced a partnership with Snap and Lumen Research to launch Snap Attention Measurement, a tool that brings social attention metrics, not just viewability, to Snapchat ads.

The outcome should provide a complete understanding of how much attention ads receive in order to drive media performance.

The partnership combines IAS’ AI-powered media data with Lumen’s predictive eye tracking to give advertisers a unique attention score within the IAS Signal platform.

Snapchat predominantly reaches Gen Z and younger millennials, including specifically 90% of 13- to 24-year-olds and 75% of 13- to-34-year-olds, according to social media analytics data provider Sprout.

Sprout offers marketers direct access to Gen Z and millennials -- two groups with a combined $5 trillion in spending power, according to the June 2025 post.

Targeting data is important to advertisers -- 64% of Gen Z students have made a purchase influenced by the app, while 56% have shared an ad with someone and 46% use Snapchat in the morning with 1.6 times more usage than other networks.

IAS and Lumen are marketing the metric as a platform that goes beyond traditional attention viewability metrics to measure "true" consumer engagement on the Snapchat platform.

It also allows advertisers to compare attention metrics across Snapchat, the open web, and in-app campaigns.

The data answers a major request from advertisers -- to make data on Snapchat actionable based on third-party attention measurement across social platforms.

Lisa Utzschneider, CEO of Integral Ad Science, believes this partnership creates “a complete view of attention” by unifying real-world user data with media quality data.

It's not clear whether the data can be exported into a file for imported into other platforms, from search to out-of-home. But wouldn't that be nice?

Snap Attention Measurement with IAS and Lumen Research goes beyond viewability measurement to use key attention insights in IAS Signal, powered by Lumen’s attention model and combined with IAS’s media-quality metrics for attention measurement on Snapchat to understand media performance and engagement. 

It provides a complete view of attention across channels, and integration with what the companies call “trusted” and independent third-party attention measurement to support their campaign performance goals.

Attention measurement powered by Lumen Research for Snap uses eye-tracking technology supported by opt-in datasets that enable advertisers to move beyond viewability metrics to gain insight into consumer behavior. 

IAS Signal will make Snap Attention Measurement available to advertisers.