Snapchat advertisers gain eye-tracking edge with new attention solutions from IAS, DoubleVerify

Snapchat advertisers are set to gain deeper, more actionable insight into how users engage with their ads, as two major third-party verification firms — Integral Ad Science (IAS) and DoubleVerify (DV) — have both announced new advanced attention measurement solutions for the platform.

Both IAS and DV have teamed up with Lumen Research to integrate predictive eye-tracking data with their proprietary metrics, giving brands a clearer picture of whether their ads are genuinely capturing eyeballs — and for how long.

IAS claims a “first-to-market” position with its Snap Attention Measurement tool, which will be available in Q3 2025. The solution blends IAS’s AI-powered media quality data with Lumen’s eye-tracking insights to create a bespoke attention score for Snap ads. Marketers will be able to look beyond basic viewability to see precisely how audiences engage, with custom metrics delivered inside IAS Signal. IAS says this will enable advertisers to compare attention performance across channels for a more unified strategy.

Meanwhile, DoubleVerify is rolling out what it calls a “first-of-its-kind” attention measurement product for social platforms, debuting with Snapchat. DV Authentic Attention® combines DV’s scalable ad exposure data — including metrics like viewable time and screen share — with Lumen’s eyes-on-screen signals. The result is a granular, impression-level understanding of how Snap ads perform in the moments that matter most.

According to DoubleVerify CEO Mark Zagorski, Snapchat’s immersive format makes it an ideal testing ground for unlocking new layers of campaign performance insights. The company’s new offering expands DV’s attention measurement coverage from the open web and connected TV to social media for the first time — a move that reflects advertisers’ growing demand for proof that their media dollars are truly driving results.

DV’s solution provides three core metrics to break down ad effectiveness: Ad Focus (measuring an ad’s ability to capture a user’s gaze), Dwell Time (quantifying how long the ad keeps their attention), and an Attention Index (an overall score that benchmarks performance against industry peers). By analyzing data at the impression level, DV says brands can pinpoint exactly what creative and placements are resonating — and which aren’t — to optimize spend and boost ROI.

The launch of competing attention solutions on Snapchat highlights how the industry is pushing past standard viewability measures in search of deeper insights that connect ad exposure to real engagement. As more brands demand proof of effectiveness in an era of shrinking budgets and rising scrutiny, independent third-party measurement is emerging as a vital tool for maximizing media value.