DoubleVerify Launches New Attention Lab to Help Advertisers Maximise Campaign Performance


DoubleVerify, a leading software platform for digital media measurement, data, and analytics, today (October 5th, 2022) announced the launch of the new DV Attention Lab™ to help advertisers optimise campaign performance using in-depth “attention data” on ad engagement and ad exposure. 

The newly-formed, one-of-a-kind DV Attention Lab™ features a multidisciplinary team consisting of data scientists, product experts, and marketing analysts – leveraging an industry-leading technology platform and attention dataset. With a core group of more than 20 employees globally, the Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance, powered by DV Authentic Attention, and covering industry benchmark reports, best practice guides, illustrative case studies, and more. 

“As advertisers grapple with economic uncertainty, the need to understand and maximise advertising performance is more important than ever,” said Mark Zagorski, CEO of DoubleVerify. “Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer, and disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency. We are excited to launch the DV Attention Lab™ to help advertisers navigate today’s digital landscape.” 

DV recently released the DV Authentic Attention Snapshot, a comprehensive and holistic overview of high-level attention measurement – available to all DV advertisers at no additional cost. This feature helps DV clients achieve greater campaign performance against the current macroeconomic backdrop. Delivered weekly, the Snapshot provides unparalleled attention-based data at scale, with easily digestible insights to identify top and bottom media performers, benchmark an advertiser’s performance in a specific industry, and more.

DV Authentic Attention is a performance solution that analyses 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 analyses key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions. 

Nick Reid, SVP & managing director, EMEA at DoubleVerify adds: “Today, an average person sees between 6,000 and 10,000 ads a day. Due to this over exposure and not always delivering truly relevant and personalised experiences to consumers, we have created a scarcity of attention when it comes to ads. It’s therefore never been more important for brands to take note by effectively measuring the impact of their campaigns. By harnessing the privacy-friendly, cookie-free insights from the DV Attention Lab™, advertisers cannot only better measure the impact of their digital ads but also refine and improve them. Based on looking at attention metrics such as exposure and engagement - for instance, if a user were to scroll away or mute an ad before the product or brand logo appears - advertisers can make more informed decisions from enhancing creative assets to optimising placements.”

Mondelez International, one of the world's largest snacks companies, used DV Authentic Attention to evaluate and optimise the performance of a cross-platform display campaign for a popular snack brand. In doing so, DV was able to highlight the value of “high-exposure” impressions on the campaign — correlated with a 9 percentage point increase in brand favourability, an 8 point lift in consideration overall, and a 5 point rise in purchase intent among the brand’s primary target audience. The DV Attention Lab™ will be responsible for bringing such findings to the industry, illustrating how global brands and agencies can effectively employ DV Authentic Attention to maximise media performance. 

“As a longtime DV partner, we have been impressed by DV’s ability to provide sophisticated, attention-based analyses of media performance,” said Jennifer Brain-Mennes, director of global media strategy & planning, Americas CX lead of Mondelez.


DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transpare...
Powered by PressBox