Software platform DoubleVerify (DV) has launched a newly-formed Attention Lab, a multidisciplinary team built of data scientists, product experts and marketing analysts. The DV Attention Lab will help advertisers optimise ad engagement and performance through leveraging “attention data” of campaign performance.
CEO of DoubleVerify, Mark Zagorski said: “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’s Attention Lab has a core group of more than 20 employees globally and will focus on providing advertisers with attention-based insights and recommendations on campaign performance to guide best practices.
In June this year, Mediaweek reported that DoubleVerify had partnered with Reddit to expand their suite of third-party measurement tools. In the announcement, Reddit’s vice president of business development Jonathan Flesher said: “As our ads platform continues to grow, we are excited to be partnering with an industry-leading independent measurement provider and believe that together we can deliver best-in-class solutions and instil further confidence in Reddit campaigns.
DV’s Attention Lab also follows the release of the DV Authentic Attention Snapshot, an overview of high-level attention measurement that aids DV clients to achieve greater campaign performance against the current macroeconomic backdrop.
Mondelez International used DV Authentic Attention to evaluate and optimise the performance of a cross-platform display campaign for a popular snack brand. Talking about DV’s newest product launch, Jennifer Brain-Mennes, director of global media strategy and planning, Americas CX Lead of Mondelez said: “As a longtime DV partner, we have been impressed by DV’s ability to provide sophisticated, attention-based analyses of media performance.