Mumbai: DoubleVerify, a software platform for media quality verification and campaign performance optimization, has announced the global rollout of DV Authentic Attention® for Social, launching first with Snap. This innovative product introduces attention measurement to social platforms for the first time, expanding DV’s capabilities across Social, Connected TV (CTV), and the open web.
“Snap’s immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments,” said Mark Zagorski, CEO of DoubleVerify. “This will give advertisers further visibility into how users engage with their campaigns, transforming how performance is measured and empowering smarter, more impactful media investment decisions.”
Developed in partnership with Lumen Research, the solution merges DV’s scalable ad exposure data — including viewable time and screen share — with eyes-on-screen attention signals. This breakthrough provides Snapchat advertisers with the first-ever attention measurement solution that combines impression-level data with eye-tracking insights.
DV Authentic Attention® for Social empowers advertisers with three core metrics:
- Ad Focus – Evaluates the ad’s ability to capture user eye gaze and assesses how likely it is to be seen.
- Dwell Time – Quantifies, in seconds, how long an ad holds a user’s attention — valuable for creative optimization.
- Attention Index – A composite benchmark to compare performance within a brand’s vertical and across campaigns.
Unlike traditional, aggregated attention reports, DV measures attention at the impression level, offering brands more granular, actionable insights to optimize creative, placements, and strategy on Snapchat. This level of precision helps advertisers make informed budget decisions, validate campaign impact, and boost return on ad spend (ROAS).
The feature is part of DV’s Media AdVantage Platform, which integrates media verification, ad optimization, and campaign outcomes into a single, performance-driven suite.
With this launch, DV extends its robust partnership with Snap, building on existing solutions for fraud protection, brand suitability, and viewability measurement. DV Authentic Attention is now live globally on Snapchat, with additional social platform integrations planned throughout 2025.
This development marks a major leap for performance measurement in the social media landscape, giving brands a first-of-its-kind tool to understand and act on how attention drives outcomes in today’s multi-platform media environment.
