MUMBAI: DoubleVerify, a software platform for digital media measurement, data, and analytics has announced the launch of DV Attention for Publishers. This solution the company explains empowers publishers with insights to help them maximise the value of their inventory.
As the digital advertising landscape increasingly prioritises attention as a key metric to evaluate campaign success, DV Attention for Publishers aims to empower publishers with data and metrics to measure and optimize their inventory based on trusted, third-party verification. This new offering delivers inventory and campaign insights for attention, including more than 15 metrics across over more than 10 dimensions of inventory. Furthermore, DV first received accreditation from the MRC in 2023 for its DV Authentic Attention metrics in DV Pinnacle across desktop, mobile web, and mobile apps. This combination of expansive, impression-level attention data and accreditation reviews strengthens a publisher’s ability to deliver campaign outcomes and build trusted, results-driven advertiser partnerships the company elaborated.
“With attention growing in popularity, publishers need actionable insights into inventory performance to maintain their competitive edge. DV’s attention offering equips our publisher clients with the data they need to understand how attention impacts campaign outcomes, leading to stronger partnerships with brands based on privacy-friendly metrics,” said Steven Woolway, executive VP business development DoubleVerify.
Key features of DV Attention for Publishers:
● Granular Campaign and Inventory Metrics: Publishers can access granular attention data across their open web and in-app campaigns and inventory, broken down by dimensions such as ad unit, device type, media type, advertiser, order, line item etc.
● Performance-Driven Optimisation: By analysing attention metrics across various campaign dimensions, publishers can take action to boost campaign performance beyond traditional metrics such as viewability and click-through rates.
● Advertiser Vertical Attention Benchmarks: DV provides attention performance benchmarks based on specific advertiser verticals, allowing publishers to assess how their inventory performs in relation to industry standards, and optimise accordingly.
● Global Scale Backed by Proven Methodology: DV’s framework has been trusted by its advertiser clients since 2021, and it will now serve as a tool for publishers to find clear, actionable paths to improve campaign results.
DV Attention for Publishers is now available to its publisher clients, empowering them to optimise inventory performance and looks to leverage DV’s attention metrics as a competitive advantage with advertisers. This release the company added caps off a year that also included the launch of DV’s AI-powered attentive reach optimisation capabilities.
