DoubleVerify (“DV”), a leading software platform for digital  media measurement, data and analytics, has 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. 

Mark Ko

Mark Ko

Besides tech, I love chicken rice. Point me in the right direction and I'll go and try it. :)
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