Media measurement company DoubleVerify is officially entering the performance measurement category with a new solution called Authentic Attention.
Teased last January at CES, Authentic Attention is a real-time measurement platform to evaluate online ad effectiveness. For 13 years, DV has focused on delivering authentication technology that vets the quality of media inventory (e.g., real traffic, brand safe, viewability, etc.). With the launch of Authentic Attention, DoubleVerify steps into an entirely new category of measurement.
DV says that Authentic Attention will help advertisers tackle a range of performance problems. First, it solves a legacy dilemma in understanding digital ad performance. Today, current performance tools are either fast but simple, with basic proxy metrics like CTR standing in for ad effectiveness. Other tools are too slow, sharing insights post-campaign, limiting the value. They even introduce bias, as seen with consumer surveys that poll people who’ve seen an ad on its impact and influence. That’s not the case with Authentic Attention, says DV.
“Optimizing campaign performance with existing measurement solutions continues to be a challenge,” said DoubleVerify CEO Mark Zagorski in the company’s launch release.
But how does Authentic Attention work? The new platform tracks 50-plus data points for an ad in two areas — “exposure” and “engagement.” On the exposure side, that means the ad’s presentation, tracking things like “intensity” and “prominence” through metrics like share of screen percentage, viewable time and audibility. For engagement, DoubleVerify tracks end-user interactions with an ad, such as ad, browser and screen touches, video playback, screen orientation, and more.
DV is also emphasizing the predictive capabilities here, noting that the technology correlates its data with digital advertising effectiveness (e.g., owning a larger share of screen means better performance in the future, etc.). DV says Authentic Performance can pinpoint underperforming areas of an ad at the impression source, making it possible for buyers to predict the propensity of a campaign to perform. This supports future ad planning and investments.
Perhaps most importantly for marketers, though, is the fact that Authentic Attention is cookie-less, relying on data already collected for DV’s work in fraud and viewability.
Mondelēz International is a user at launch, with DV also releasing a case study outlining how they took advantage of the new tool.
According to Mondelēz’s Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead: “DV’s sophisticated analysis of media performance provided us with actionable insights to drive campaign optimization and maximize effectiveness. Through DoubleVerify Authentic Attention, we’ve been able to evaluate ad exposure and engagement in a completely new, granular and holistic way.”
Authentic Attention will be part of DV’s new Performance Solutions suite, which also features Custom Contextual — a privacy-friendly targeting solution that doesn’t rely on third-party cookies.
