DoubleVerify has expanded its DV Authentic Attention product to TikTok, becoming the first badged TikTok Marketing Partner to offer impression-level attention measurement.
The move gives advertisers access to deeper insight into how users engage with ads on one of the world’s fastest-growing platforms.
The announcement marks a significant step in DV’s broader push to deliver cross-channel attention analytics, with TikTok now joining its coverage across major video and social environments.
DoubleVerify says attention is critical for brand success
Mark Zagorski, CEO of DoubleVerify, said the integration reflects the growing need for advertisers to understand how users interact with content on TikTok.
“There is no doubt that TikTok has become an essential advertising environment for leading brands. Understanding how consumers engage with those brands has become critical to evaluating current and future campaign success,” Zagorski said.
“By leveraging our proprietary AI analytics capabilities and integration with TikTok, we have expanded DV Authentic Attention on the platform, giving advertisers a powerful new way to measure and optimise performance, and helping them identify what truly drives engagement and outcomes like never before.”
TikTok highlights growing demand for deeper measurement
Lorry Destainville, Global Head of Monetisation Product Partnerships at TikTok, said the expansion supports advertisers seeking more transparency and performance insight.
“At TikTok, we’re constantly evolving our measurement ecosystem to help advertisers make more informed decisions,” Destainville said.
“DoubleVerify has been a trusted partner in advancing transparency and performance measurement across video. By expanding our collaboration, we’re giving advertisers access to impression-level attention insights, empowering them to optimise ad creatives, ad placements and investment strategies on TikTok.”
What advertisers gain from impression-level attention data
The integration gives marketers access to a set of new capabilities:
Improve creative impact: Identify creative fatigue and optimise effectiveness using DV’s Attention Index, Exposure Index and Engagement Index.
Maximise campaign performance: Direct budgets toward high-attention ad sets, creatives and placements to lift efficiency and media impact.
Enable smarter benchmarking: Compare performance across campaigns, formats, verticals and regions to guide future creative and targeting strategies.
DV Authentic Attention is part of DV’s Media AdVantage platform, which combines verification, optimisation and outcomes measurement. The company says attention signals are increasingly correlated with brand lift and conversion results across major platforms.
The TikTok announcement follows DV’s recent extension of Authentic Attention to Snap, another step toward its goal of offering advertisers a holistic, cross-channel measurement framework for attention quality