Integral Ad Science (Nasdaq: IAS) has launched an industry-first AI-Powered Social Attention Measurement tool for Snapchat. The initiative stems from a new partnership with Snap Inc. (NYSE: SNAP) and Lumen Research. This exclusive solution helps advertisers track real-time user attention using advanced AI and eye-tracking insights.
The new Snap Attention Measurement integrates directly within the IAS Signal platform. It provides a custom Snapchat attention score based on IAS’s AI technology and Lumen’s eye-tracking models. As a result, marketers gain meaningful data beyond basic viewability.
“Advertisers want deeper insights into how people engage,” said Lisa Utzschneider, CEO of IAS. “Our AI-Powered Social Attention Measurement delivers that clarity, combining media quality with real behavior.”
The solution gives brands:
- A unique Snapchat-specific attention score powered by predictive AI and Lumen’s attention data.
- A cross-platform view that connects Snap attention metrics with IAS’s broader media measurement.
- Independent, third-party validation that supports performance and ROI tracking.
Lumen’s tech uses the world’s largest opt-in eye-tracking dataset. This enables advertisers to move beyond surface-level metrics and understand what truly captures user focus.
“This sets a new standard in the Attention Economy,” said Mike Follett, CEO of Lumen Research. “Now Snap advertisers can clearly see how attention drives outcomes.”
This AI-powered solution lives inside IAS Signal, the company’s unified dashboard for campaign optimization and reporting. Advertisers can now activate Snap-specific attention data alongside metrics from other platforms.
IAS continues to lead the way in attention-based advertising tools. In December 2024, it launched the beta version of its Quality Attention™ Optimization product. This product, built with Lumen, combined AI-driven analytics and predictive eye tracking for real-time media performance insights.
Now, with the AI-Powered Social Attention Measurement, IAS extends its attention capabilities to social platforms. This advancement reflects growing demand for data-rich tools that align ad visibility with true consumer engagement.
Marketers can now measure, compare, and optimize how attention flows across the digital landscape with Snapchat leading the way.
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News Source: prnewswire.com
Yoast SEO, part of the Bluehost Group under Newfold Digital, has launched a new Google Docs add-on for content optimization. This tool allows marketers and writers to enhance SEO and readability directly while drafting content.
The add-on integrates Yoast’s trusted content optimization and Readability Analysis into Google Docs. So, users can now refine content without switching platforms.
Writers, marketers, and businesses can apply SEO best practices from the first draft. They also get real-time feedback that improves productivity.
“This tool meets users where they work,” said Sachin Puri, CEO of Bluehost Group. “We’re helping people publish smarter and faster.”
The Google Docs add-on mirrors features from Yoast’s WordPress and Shopify plugins. These include:
- SEO Analysis: A traffic light system provides instant keyword and structure feedback.
- Readability Analysis: It checks sentence length, headers, and paragraph flow for improved reader engagement.
Available to all Yoast SEO Premium users, the tool can also be purchased separately. Team managers can add users for $5/month or $54/year.
Therefore, businesses managing multiple content creators can easily scale their content optimization efforts. This makes high-quality SEO accessible across various teams.
“We’ve embedded our top-tier analysis into Google Docs,” said Niko Körner, Senior Product Director at Yoast. “Writers can now polish SEO without leaving their draft.”
With SEO becoming critical to marketing, demand for real-time content optimization tools is increasing. This launch helps Yoast reach more users beyond WordPress or Shopify.
By delivering on-the-go SEO insights, Yoast SEO continues to raise the bar in content creation. The company is helping users craft search-friendly content—from draft to publish-ready.
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News Source: prnewswire.com
Are you meeting expectations?
Today’s customers are more demanding than ever. They want highly relevant, personalized and seamless experiences, no matter which channels or devices they choose to use. And they’ll prioritize their spending with organizations that can deliver it.
At the same time, marketing technology is undergoing a renaissance, with channel-focused solutions fast becoming extinct. To deliver tailored customer experiences, organizations must adopt a new generation of MarTech systems that deliver unprecedented levels of customer intimacy, targeted engagement and quantifiable impact.
The value of customer intelligence
The solution doesn’t have to be complex, though. With the right out-of-the-box tools, backed by advanced analytics and cloud-enabled, you can make smarter decisions every step of the way. You can:
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The uncertain future of the third-party cookie
The digital marketer’s toolkit has included cookies as a critical component for years. These snippets of code that uniquely identify a user’s browser enable targeted advertising to follow consumers across websites, as well as a vast ecosystem of MarTech providers that collect consumer behavior data and make it available to marketers.
Today, there are thousands of data platform providers – including customer data platforms, data management platforms and data exchange platforms – for data-driven marketing strategy and campaigns.
But cookies are increasingly under fire from consumers who want to protect their data and demand privacy. Browsers like Firefox and Safari have blocked third-party cookies since 2013. And in 2019, Safari started disabling all cookies after seven days, effectively eliminating the ability to use even first-party cookies to track Safari users over time.
Similarly, despite backing away from their previous announcements that they were dropping third-party cookies from Chrome, Google is still planning on providing alternatives so users may make informed choices about their browsing privacy. Regardless of when this happens, Google’s plans are significant because it dominates the browser market space with Android and Chrome.
Racing to replace cookies
Given the acceleration of digital commerce, understanding digital behavior is more important than ever. However, the balancing act between gaining this understanding and respecting privacy is becoming more difficult to maintain. Scrutiny on privacy has snowballed since the GDPR passed the European Parliament in 2016. Today, there are 138 countries worldwide with consumer and data privacy laws in force.