DoubleVerify Launches New Attention Lab For Advertisers 

DoubleVerify, a leading software platform for digital media measurement, data, and analytics, announced the launch of the new DV Attention Lab. It will help advertisers optimize campaign performance using in-depth “attention data” on ad engagement and ad exposure.

One of its kind DV Attention Lab

The newly-formed DV Attention Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance powered by DV Authentic Attention covering industry benchmark reports, best practice guides, and illustrative case studies. 

What is DV Authentic Attention?

DV recently released the DV Authentic Attention Snapshot, a comprehensive and holistic overview of high-level attention measurement for all DV advertisers. This feature helps DV clients achieve greater campaign performance against the current macroeconomic backdrop. 

Parameters for measurement: DV Authentic Attention is a performance solution that analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device – in real-time. 

As for exposure, it evaluates the entire presentation of the ad, taking into consideration the viewable time, the share of the screen, video presentation, audibility, and more. As part of user engagement, it analyzes key events that occur while the ad creative is displayed, including user touches, screen orientations, video playbacks, and audio controls. Mark Zagorski, CEO of DoubleVerify explained in a statement, 

“As advertisers grapple with economic uncertainty, the need to understand and maximize advertising performance is more important than ever. “

“Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer, and disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency. We are excited to launch the DV Attention Lab™ to help advertisers navigate today’s digital landscape.”

And what they say 

Mondelez International, one of the world’s largest snack companies, used DV Authentic Attention to evaluate and optimize the performance of a cross-platform display campaign for a popular snack brand. DV’s campaign was able to demonstrate that “high-exposure” impressions contributed to a 9 percentage point increase in brand favorability, an 8-point lift in consideration overall, and a 5-point increase in purchase intent. In the DV Attention Lab, the findings will be presented to the industry to illustrate how global brands and agencies can effectively utilize DV Authentic Attention to maximize media results.

Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez said,

“We are excited to see them launch the Attention Lab and support the industry as attention-based measurement and targeting becomes even more critical. Now more than ever, advertisers need actionable insights to drive campaign optimization and deliver outcomes.”

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