DoubleVerify Broadens The Availability Of DV Authentic Attention

Eyes of technologies in the futuristic

DoubleVerify has today announced broad availability of DV Authentic Attention. DV Authentic Attention is the first privacy-friendly data solution in the market to provide timely, impression-level insights to optimize campaign performance — from the impact of an ad’s presentation to key dimensions of consumer engagement.

“Optimizing campaign performance with existing measurement solutions continues to be a challenge,” said Mark Zagorski, CEO of DoubleVerify. “Current tools have visibility gaps due to global privacy regulations and the deprecation of third-party cookies and mobile identifiers — which impede an advertiser’s ability to take meaningful action to influence campaign performance. DV Authentic Attention™ is designed to provide actionable, privacy-friendly data correlated with measurable campaign outcomes, giving global brands greater clarity and confidence in their digital investment. DV Authentic Attention™ represents the Company’s continued investment in leveraging our core data asset to evolve and expand our solution set from quality verification to media performance.”

DV Authentic Attention 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. With this solution, advertisers are able to benchmark top performing sites and apps, evaluate cost-effective private marketplace deals characterized by high performance, and focus on the ad units and creatives that deliver the most impact.

Mondelez International used DV Authentic Attention™ as part of DV’s early access program 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 favorability, an 8 point lift in consideration overall, and a 5 point rise in purchase intent among the brand’s primary target audience. These findings illustrate how DV Authentic Attention™ can be effectively employed by brands and agencies to maximize media performance in-flight, and influence the effectiveness of future campaigns.

“DV’s sophisticated analysis of media performance provided us with actionable insights to drive campaign optimization and maximize effectiveness,” said Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez. “Through DoubleVerify Authentic Attention™, we’ve been able to evaluate ad exposure and engagement in a completely new, granular and holistic way.”

DV Authentic Attention builds on DV’s Authentic Ad™, a proprietary, MRC-accredited metric that provides advertisers with a definitive measure of digital media quality. As a natural evolution, DV Authentic Attention™ overlays key performance measures onto DV Authentic Ad™ delivery, enabling brands to optimize their digital strategies in flight.

DV Authentic Attention™ is part of DV Performance Solutions, which also features DV Custom Contextual — a privacy-friendly targeting solution that doesn’t rely on third-party cookies and enables advertisers to execute contextual targeting within their campaigns.

 




Please login with linkedin to comment

DoubleVerify

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]