Sign in Subscribe
Social

DoubleVerify debuts social attention measurement with Snap partnership

First-to-market solution combines platform signals with eye-tracking for comprehensive social media measurement.

Luis Rijo

• 6 min read
DoubleVerify launches social media attention measurement with Snapchat, combining eye-tracking data analytics.
DoubleVerify launches social media attention measurement with Snapchat, combining eye-tracking data analytics.

DoubleVerify (NYSE: DV) introduced its first attention measurement solution for social media platforms on June 30, 2025. The DV Authentic Attention for Social product launches initially with Snapchat, marking the company's expansion beyond open web and connected TV environments into social media measurement capabilities.

The announcement establishes DoubleVerify as the first measurement provider to offer impression-level attention metrics combining platform exposure data with eye-tracking insights on Snapchat. According to Mark Zagorski, CEO of DoubleVerify, "Snap's immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments."

PPC Land Newsletter
CTA Image

Get the PPC Land newsletter ✉️ for more like this.

Subscribe

Summary

Who: DoubleVerify (NYSE: DV), a leading software platform for media quality verification, in partnership with Snapchat and Lumen Research

What: Launch of DV Authentic Attention for Social, the first attention measurement solution combining platform signals with eye-tracking insights for social media advertising on Snapchat

When: June 30, 2025, with global availability immediately and additional platform integrations planned throughout 2025

Where: Initially available globally on Snapchat, with DoubleVerify's measurement infrastructure supporting international markets across multiple regions

Why: To provide advertisers with granular attention insights beyond traditional viewability metrics, helping inform budget decisions, validate campaign impact, and drive stronger ROI in social media environments where attention measurement was previously unavailable at scale

PPC Land Newsletter
CTA Image

Get the PPC Land newsletter ✉️ for more like this.

Subscribe

Technical specifications and measurement framework

DV Authentic Attention for Social incorporates DoubleVerify's scalable ad exposure data, including viewable time and screen share metrics, with eyes-on-screen ad signals from Lumen Research. This combination creates what the company describes as the most holistic attention solution available for Snapchat advertisers seeking performance measurement at scale.

The solution delivers three primary metrics designed to provide actionable campaign insights. Ad Focus evaluates an advertisement's ability to capture eye gaze, helping marketers understand the likelihood of reaching users. Dwell Time measures the duration an ad holds user attention, quantifying focus time in seconds to inform creative optimization strategies. The Attention Index provides an overall attention measure on Snapchat while enabling advertisers to benchmark performance against peer results within their vertical market.

Impression-level measurement distinguishes this solution from aggregated reporting approaches used by other attention offerings on social platforms. DV captures granular data revealing specific drivers of attention within each campaign, powering insights that surpass traditional reporting methodologies for social media advertising.

The measurement technology builds upon previous collaboration between Snapchat and Lumen Research, which began in 2021 to refine attention measurement for Snapchat advertisements using Lumen's patented eye-tracking technology within controlled laboratory environments.

Industry context and competitive landscape

DoubleVerify's entrance into social media attention measurement occurs amid significant industry momentum toward attention-based advertising metrics. The marketing community has witnessed multiple measurement providers expanding attention capabilities throughout 2024 and 2025, reflecting growing advertiser demand for granular engagement insights beyond traditional viewability metrics.

Integral Ad Science expanded its Quality Attention measurement to mobile in-app environments in July 2024, while Nielsen integrated attention metrics into campaign effectiveness measurement through a partnership with Realeyes in December 2024. These developments demonstrate the advertising technology sector's coordinated shift toward attention-based measurement methodologies.

Research conducted by Kantar and published in July 2024 analyzed 873 multi-media campaigns representing over $3.2 billion in media spend across five years, revealing that overall channel attention levels do not directly correlate with channel-level brand contributions or cost-effectiveness. This research challenges assumptions about maximizing attention as the primary goal of media planning.

The study identified several key factors explaining why attention doesn't always correlate with cost-effective brand building, including varying attention requirements by brand and different optimization strategies across market segments. According to Duncan Southgate, Senior Director of Global Creative at Kantar, some advertisers may be overinvesting in high-attention media placements.

Platform integration and availability

DV Authentic Attention represents a key component of DoubleVerify's Media AdVantage Platform, which combines media verification, ad optimization, and campaign outcomes measurement to maximize media performance and return on advertising spend. The attention measurement capability helps advertisers understand how effectively their advertisements capture attention and drive user engagement through data signals correlated with campaign performance.

The collaboration between DoubleVerify and Snapchat expands their existing joint measurement capabilities, building upon DV's established fraud, brand suitability, and viewability measurement on Snapchat. This partnership brings DV's attention measurement capabilities to social media for the first time, complementing coverage on the open web and connected TV platforms.

Snapchat's immersive advertising environment provides a testing ground for attention measurement in social media contexts. The platform's rich media ad formats, including Commercials, AR Lenses, and Snap Ads, create unique engagement opportunities that differ from traditional display advertising environments. According to Mike Follett, CEO at Lumen Research, "Through our work with Snapchat over the years, we've determined just how much visual attention is generated by Snapchat's rich media ads through eye-tracking technology."

Technical implementation and data collection

The measurement solution leverages machine learning algorithms trained on billions of impressions and conversion events to predict the likelihood of specific business outcomes. These outcomes span the marketing funnel, including awareness, consideration, and conversion metrics that enable performance optimization across campaign objectives.

Eye-tracking data integration from Lumen Research provides insights into actual human visual engagement with advertisements, extending beyond simple visibility metrics. The technology processes vast arrays of data points including traditional media quality metrics such as viewability and ad placement, along with user interaction signals that indicate attention patterns.

DoubleVerify's approach addresses challenges inherent in social media attention measurement, where mobile device screen sizes and fast-paced application usage patterns create unique measurement conditions. The company has developed methods to accurately capture attention metrics within these specific environments while maintaining scalability across Snapchat's global advertising inventory.

Market implications for advertising measurement

The introduction of social media attention measurement reflects broader changes in digital advertising effectiveness evaluation. As privacy regulations continue reshaping measurement methodologies across the industry, attention-based metrics offer potential solutions that rely less on individual user tracking while providing campaign optimization insights.

Programmatic advertising growth reached 72% in 2025, according to Comscore's State of Programmatic Report released in January. This growth occurs alongside significant shifts toward privacy-first targeting approaches, as traditional identifier coverage drops below 50% for mobile advertising environments.

Connected TV emerges as a dominant force within programmatic strategies, with budget allocation projected to double from 14% in 2023 to 28% in 2025. Social media maintains consistent presence in programmatic strategies, holding steady at 20% of total media budgets across surveyed marketing organizations.

Measurement priorities have evolved to emphasize reach and frequency metrics at 70% of marketing priorities, followed by conversion rates at 69%. Cross-channel measurement importance becomes evident as 80% of marketers emphasize the need for deduplicated reach and frequency measurement in programmatic environments.

Global availability and expansion plans

DV Authentic Attention for Social becomes globally available on Snapchat immediately following the June 30 announcement. DoubleVerify has indicated additional platform integrations will follow throughout 2025, though specific partner announcements remain undisclosed.

The global rollout reflects Snapchat's international advertising reach and DoubleVerify's established measurement infrastructure across multiple markets. Advertisers worldwide can access the attention measurement capabilities through existing campaign management workflows without requiring additional technical integration steps.

Future platform expansions will extend DoubleVerify's social media attention measurement beyond Snapchat to encompass other major social platforms. The company's technical framework supports scalable implementation across diverse social media environments, enabling consistent measurement methodologies across platform-specific advertising formats.

Industry observers anticipate additional measurement providers will announce similar social media attention capabilities throughout 2025, as advertiser demand for comprehensive cross-platform measurement continues expanding. The competitive landscape suggests attention measurement will become standard functionality across social media advertising platforms within the next 18 months.

Timeline