DoubleVerify, a software platform for digital media measurement, data and analytics, today announced the launch of the new DV Attention Lab to help advertisers optimize campaign performance using in-depth “attention data” on ad engagement and ad exposure.
The newly-formed, one-of-its-kind DV Attention Lab features a multidisciplinary team consisting of data scientists, product experts, and marketing analysts – leveraging an industry-leading technology platform and attention dataset. With a core group of more than 20 employees globally, the Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance, powered by DV Authentic Attention, and covering industry benchmark reports, best practice guides, illustrative case studies, and more.
“As advertisers grapple with economic uncertainty, the need to understand and maximize advertising performance is more important than ever,” said Mark Zagorski, CEO of DoubleVerify. “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,” he added.
Nachiket Deole, Head of Sales – India, DoubleVerify, added, “Consumers in India are spending an average of 7 hours daily online and use multiple platforms from news to social media to video and audio streaming. For advertisers to reach the right audiences and grab their attention, since it’s divided across widely available options, is challenging. Thus, ensuring to attain consumer attention is more crucial than ever today and requires result-driven solutions that can help advertisers determine the strategies that are effective and optimize those for real business outcomes. Our Authentic Attention Lab demonstrates DV’s continued investment to respond to the ever-growing developments in the digital advertising media industry.”
“As a longtime DV partner, we have been impressed by DV’s ability to provide sophisticated, attention-based analyses of media performance,” said Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez. “We are excited to see them launch the Attention Lab and support the industry as attention-based measurement and targeting becomes even more critical. Now more than ever, advertisers need actionable insights to drive campaign optimization and deliver outcomes,” she added.
