DoubleVerify brings Authentic Attention solution for ads

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Mumbai: DoubleVerify (DV) has announced broad availability of DV Authentic Attention – first of kind privacy-friendly data solution to optimise campaign performance.

DoubleVerify a software platform for digital media measurement, data and analytics. The DV Authentic Attention solution provides timely, impression-level insights to optimise 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 according to Mark Zagorski, CEO – 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,” said Zagorski.

“DV Authentic Attention is designed to provide actionable, privacy-friendly data correlated with measurable campaign outcomes. That gives 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,” added Zagorski.

According to Nachiket Deole, Head of Sales – India, DoubleVerify the launch of DV Authentic Attention is designed to help marketers gain real-time, actionable insights to optimise campaigns in-flight and deliver better ROI for Ad spends.

“In India, digital advertising has been rapidly growing despite the disruptions created due to the pandemic and is expected to grow by 20 percent in 2021,” said Doele.

“However, with the growth in investments, the industry is also looking at moving beyond conventional measurement metrics such as Clicks, CTR and VTR to having a more comprehensive view. With a privacy-friendly data solution in the country, marketers can look at a truly holistic solution that ensures the quality, performance and measurement in a unified way,” added Doele.

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 when the ad creative is displayed. It also includes 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.

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 optimise their digital strategies in flight.

It 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.

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