DoubleVerify Launches New Attention Lab to Help Advertisers Maximize Campaign Performance

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

The newly-formed, one-of-its-kind DV Attention Lab features a multidisciplinary team consisting of data scientists, product experts, and marketing analysts – leveraging an industry-leading technology platform and attention dataset. With a core group of more than 20 employees globally, the Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance, powered by DV Authentic Attention, and covering industry benchmark reports, best practice guides, illustrative case studies, and more.

“As advertisers grapple with economic uncertainty, the need to understand and maximize 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. We are excited to launch the DV Attention Lab to help advertisers navigate today’s digital landscape.”

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DV recently released the DV Authentic Attention Snapshot, a comprehensive and holistic overview of high-level attention measurement – available to all DV advertisers at no additional cost. This feature helps DV clients achieve greater campaign performance against the current macroeconomic backdrop. Delivered weekly, the Snapshot provides unparalleled attention-based data at scale, with easily digestible insights to identify top and bottom media performers, benchmark an advertiser’s performance in a specific industry, and more.

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. For exposure, DV Authentic Attention evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility, and more. For engagement, DV Authentic Attention analyzes key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions.

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Mondelez International, one of the world’s largest snacks companies, used DV Authentic Attention to evaluate and optimize the performance of a cross-platform display campaign for a popular snack brand. In doing so, DV was able to highlight the value of “high-exposure” impressions on the campaign — correlated with a 9 percentage point increase in brand favorability, an 8 point lift in consideration overall, and a 5 point rise in purchase intent among the brand’s primary target audience. The DV Attention Lab will be responsible for bringing such findings to the industry, illustrating how global brands and agencies can effectively employ DV Authentic Attention to maximize media performance.

“As a longtime DV partner, we have been impressed by DV’s ability to provide sophisticated, attention-based analyses of media performance,” said Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez. “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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