DoubleVerify (DV) and Integral Ad Science (IAS) have introduced new attention measurement tools for Snapchat ads, enhancing insight into user engagement within the app. DoubleVerify’s launch of DV Authentic Attention® for Social, developed with Lumen Research, marks the first time their attention measurement spans social platforms alongside connected TV (CTV) and the open web. This solution integrates platform signals with eye-tracking data to provide a comprehensive view of ad effectiveness on Snapchat.
DoubleVerify’s DV Authentic Attention for Social
- Purpose: To offer advertisers detailed metrics on how Snapchat ads capture and hold user attention, enabling better media investment decisions.
- Key Metrics:
- Ad Focus: Measures the likelihood of an ad capturing eye gaze.
- Dwell Time: Quantifies the duration of user attention on an ad in seconds.
- Attention Index: Provides an overall attention score and benchmarks performance against peers in the same vertical.
- Data Granularity: Measures attention at the impression level, allowing advertisers to analyze the impact of creative elements, placements, and activation strategies on user engagement.
- Integration: Part of DV’s Media AdVantage Platform, combining media verification, ad optimization, and campaign outcome measurement to maximize return on ad spend (ROAS).
- Availability: Now globally available on Snapchat, with plans to expand to other platforms throughout 2025.
Strategic Impact
This launch builds on DV’s existing Snapchat measurement capabilities, including fraud detection, brand suitability, and viewability, while introducing attention measurement to social media for the first time. The solution aims to transform how advertisers measure performance by providing a more holistic and precise understanding of ad engagement, ultimately driving stronger campaign ROI.
