DoubleVerify Sees Surge in Interest for Its Attention Measurement Solution

-The company reveals attention customers in 2023 have already surpassed attention customers in 2022

-The milestone comes right after the launch of Universal Attention Segments and the appointment of a new Head of Attention, highlighting DV’s momentum in attention measurement

DoubleVerify (“DV”), a premier software platform for digital media measurement, data, and analytics, has revealed that nearly 80 advertisers have activated DV Authentic Attention campaigns in 2023, surpassing the total number of advertisers that activated campaigns throughout 2022.

DV Authentic Attention is an MRC-accredited, privacy-friendly measurement solution independent of cookies. It analyzes more than 50 data points at the impression level, assessing the exposure of a digital ad and consumer engagement with a digital ad and device, in real time. For exposure, DV measures an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of the screen, video presentation, audibility, and more. In terms of engagement, DV examines key user-initiated events that occur during ad exposure, such as user touches, screen orientation, video playback, and audio control interactions. These measures of exposure and engagement contribute to the DV Attention Index—an overarching gauge of attention offering critical insights into campaign performance.

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“DV Authentic Attention measurement continues to gain momentum with first-quarter test volumes doubling and campaign activations tripling year-over-year,” said Dan Slivjanovski, CMO, DoubleVerify. “Our pioneering work in attention goes beyond thought leadership. DV has real programmatic activation and measurement solutions that are at the forefront of driving attention as a currency and generating material campaign outcomes for the global brands we serve.”

Just last week, DV announced the debut of Universal Attention Segments, which empower brands and agencies to optimize campaign performance at scale pre-bid by highlighting inventory characterized by high attention. Powered by top-tier machine learning and data from DV Authentic Attention®, the company’s flagship attention solution, DV’s Universal Attention Segments are updated daily and utilize all of DV’s attention data globally. This gives brands a unique, easily activated solution to identify low-attention placements and enhance performance by optimizing toward high-attention inventory.

DV Universal Attention Segments are available to all advertisers and can be accessed across leading demand-side platforms, including Amobee, MediaMath, and Invest DSP. Other DSPs, including Adobe Advertising, DeepIntent, Quantcast, and Viant, will soon follow suit.

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Last month, DV welcomed Daniel Slotwiner to guide the company’s comprehensive attention initiatives, covering product innovation, strategy, commercialization, and industry research and insights. Slotwiner, who previously spearheaded ad effectiveness research at Facebook for a decade, conducted competitive research at Google.

DoubleVerify is a leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem, helping to build a better industry.