DoubleVerify has introduced its Authentic Attention product to social media, debuting the attention measurement solution on Snapchat. The launch marks the first time DV’s proprietary metrics, which include viewable time, screen share, and eye-tracking data, have been extended to a social environment.
The solution, developed in collaboration with Lumen Research, combines DV’s scalable ad exposure analytics with Lumen’s eyes-on-screen tracking to provide detailed insight into how users engage with ads. The platform-level integration with Snapchat offers advertisers the ability to measure ad performance at the impression level, a first for the social platform.
“Snap’s immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments,” said Mark Zagorski, CEO of DoubleVerify. “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.”
The launch expands DV Authentic Attention’s coverage beyond the open web and connected TV (CTV), completing a cross-platform measurement suite that now spans digital, streaming, and social. For Snapchat, this builds on DV’s existing tools for fraud detection, brand suitability, and viewability measurement.
Key metrics for social attention
DV Authentic Attention® on Snapchat introduces three core metrics:
- Ad Focus: Measures an ad’s capacity to capture user gaze, indicating potential visibility and impact.
- Dwell Time: Tracks the duration of user attention, helping inform creative and placement decisions.
- Attention Index: A composite benchmark score that contextualises ad attention within category norms.
These metrics are based on impression-level data, offering more granularity than aggregated reporting models. Advertisers can use this data to refine campaign strategies, optimise budgets, and validate creative performance in real time.
The product forms part of DoubleVerify’s Media AdVantage Platform, which integrates media verification, optimisation, and outcomes measurement. According to DV, attention signals are increasingly predictive of campaign ROI, making precise measurement essential for performance-driven brands.
What’s next
DV Authentic Attention® for Social is now available globally on Snapchat, with integrations for additional social platforms expected later in 2025.
Top image: Mark Zagorski, CEO, DoubleVerify