DoubleVerify launches new attention measurement lab for advertisers
Digital media measurement, data and analytic platform DoubleVerify has launched a dedicated arm for attention metrics, DV Attention Lab, using “attention data” on ad engagement and ad exposure for campaign measurement.
The Lab’s analysis is supported by DV Authentic Attention, a performance solution that analyses data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device.
During an ad’s entire presentation, metrics including viewable time, the share of screen, video presentation, and audibility will be quantified. For engagement metrics, the solution evaluates user-initiated events including user touches, screen orientation, video playback, and audio control interactions.
“As advertisers grapple with economic uncertainty, the need to understand and maximise advertising performance is more important than ever,” said Mark Zagorski, CEO of DoubleVerify.
“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.”
According to research by Next&Co, more than $74M was wasted on digital media ad spend in Q3 2022, accounting for an average of 40% of audited spend for companies studied.
An IAB industry report said that while attention measurement is correlated to business outcomes, marketers still need to review a range of metrics to understand the holistic impact of their advertising investments.
Got a tip?
Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
Linkedin
Have your say