Digital advertising measurement and verification firm DoubleVerify said today it has made available to global brands a new solution aimed at helping brands to better understand the performance of digital ad campaigns.
The company’s Authentic Attention solution analyses more than 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device — in real-time. The company said that advertisers are able to benchmark top-performing sites and apps, evaluate cost-effective private marketplace deals, and focus on the ad units and creatives that deliver the most impact.
For exposure, DV Authentic Attention evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, the share-of-screen, video presentation, audibility, and more.
For engagement, the company says DV Authentic Attention analyzes key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions. With this solution, it claims advertisers are able to benchmark top-performing sites and apps, evaluate cost-effective private marketplace deals characterized by high performance, and focus on the ad units and creatives that deliver the most impact.
“Optimizing campaign performance with existing measurement solutions continues to be a challenge,” said Mark Zagorski, CEO of DoubleVerify. “Current tools have visibility gaps due to global privacy regulations and the deprecation of third-party cookies and mobile identifiers — which impede an advertiser’s ability to take meaningful action to influence campaign performance.
DV cited a case study with global snacks brand, Mondelez, which has deployed the Authentic Attention technology to evaluate and optimise a cross-platform display campaign. In doing so, DV was able to highlight the value of “high-exposure” impressions on the campaign — correlated with a nine percentage point increase in favorability, an eight-point lift in consideration overall, and a five-point rise in purchase intent among the brand’s primary target audience.
According to Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez, “DV’s sophisticated analysis of media performance provided us with actionable insights to drive campaign optimization and maximize effectiveness. Through DoubleVerify Authentic Attention, we’ve been able to evaluate ad exposure and engagement in a completely new, granular and holistic way.”