DoubleVerify (“DV”), a leading software platform for digital media measurement, data and analytics, has announced the launch of Authentic Performance, the first data solution in the market to provide predictive data expected to drive campaign performance – from the impact of an ad’s presentation to key dimensions of consumer engagement.
A number of DV customers, including global CPG brand Mondelez, currently are using Authentic Performance in beta to evaluate and optimise the performance of their campaigns.
Authentic Performance can analyse 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, Authentic Performance can evaluate 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, Authentic Performance can analyse key user-initiated events that occur at the device or ad level, including user touches, screen orientation, video playback, and audio control interactions.
“Authentic Performance addresses a brand’s dilemma in performance measurement and actionability,” said Wayne Gattinella, CEO of DoubleVerify. “Current tools are either fast but simplistic – with metrics like viewability and click-through rate (CTR); or they’re sophisticated but slow – with data reported post-campaign. Authentic Performance is designed to provide predictive data that are correlated with digital advertising effectiveness, in real time – giving global brands clarity and confidence in their digital investment.”
As digital ad spend increases, Authentic Performance can help advertisers maximise ROI and drive real business outcomes, pinpointing underperforming areas of an ad at the impression source and making it possible to predict the propensity of a campaign to perform.
The launch of Authentic Performance builds on DV’s Authentic Impression, a proprietary, MRC-accredited metric that provides advertisers with a definitive measure of digital media quality and effectiveness. The Authentic Impression ensures that a digital ad was delivered in a brand-safe environment, fully viewable, by a real person and in the right geography. As a natural evolution, Authentic Performance overlays key performance measures onto Authentic Impression delivery, enabling brands to optimise their digital strategies in real time.