DV Unveils Authentic Attention for Social

Campaign measurement and media quality specialist DoubleVerify has launched a new variant of its analytics and performance solution Authentic Attention, focused on Social Media. Like the launch announced by IAS yesterday, the initial phase of this will focus on Snap and will use technology from Lumen Research.

Authentic Attention is an MRC-accredited solution within the company's Media AdVantage Platform, which combines media verification, ad optimization and campaign outcomes measurement to maximize media performance and ROI. The tool, which currently tracks the open web and connected TV (CTV), helps advertisers understand how effectively their ads capture attention and drive user engagement.

The new product will combine DV's scalable ad exposure data, including key metrics such as viewable time and screen share, with eyetracking data from Lumen to provide 'the most holistic attention solution available' for advertisers seeking to measure their performance on Snapchat at scale. DV Authentic Attention offers three main metrics to provide brands with actionable insights into their campaign performance:

• Ad Focus - assessing an ad's ability to capture eye gaze, helping marketers understand the likelihood of its reaching users.
• Dwell Time - measuring how long an ad holds a user's attention, and
• Attention Index - which gives an overall measure of attention on Snap and enables advertisers to benchmark their results against peer performance within their vertical.

Mark Zagorski (pictured), CEO of DoubleVerify, comments: 'Snap's immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments. This will give advertisers further visibility into how users engage with their campaigns, transforming how performance is measured and empowering smarter, more impactful media investment decisions.'

Web site: www.doubleverify.com .