DV Launches Pre-Bid Attention Optimization Segments

Digital media measurement and data platform DoubleVerify (DV) has added programmatic pre-bid attention optimization segments to its performance solutions, enabling brands and agencies to identify inventory by 'high attention'.

Acquired by private equity firm Providence Equity Partners in 2017, DV offers MRC-accredited software that verifies the quality and effectiveness of digital ads. The firm's new Universal Attention Segments are powered by machine learning and data from its flagship DV Authentic Attention, which analyzes more than 50 data points at the impression level on the exposure of a digital ad and consumer's engagement with a digital ad and device, in real time.

These new segments are updated daily and use all of DV's attention data globally, offering brands a solution to avoid low attention contacts. In addition to attention insights, these segments will use each brand's existing media quality settings and specific performance data, allowing for customized optimizations based on the advertiser's unique profile.

Daniel Slotwiner (pictured), SVP of Attention, comments: 'Our new solution highlights our capacity to provide brands with an end-to-end approach to attention-based campaign performance. DV performance solutions now establish a continuous feedback loop between attention activation, measurement and optimization - ultimately enhancing campaign performance and business outcomes'.

Web site: www.doubleverify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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