- DoubleVerify (DV, Financial) launches DV Authentic Attention® for Social on Snap, marking its first foray into social platform attention measurement.
- The solution combines ad exposure metrics with eye-tracking insights to deliver unparalleled attention data to advertisers.
- DV's new offering aims to enhance media performance and ROI for Snap advertisers through granular attention insights.
DoubleVerify (DV), a leader in media quality verification and ad performance optimization, has announced the launch of DV Authentic Attention® for Social, debuting on Snapchat. This innovative solution is designed to measure advertisement attention more precisely on social media platforms, adding to DV's coverage on connected TV (CTV) and the open web.
The new offering distinguishes itself by combining DV's scalable ad exposure data metrics, which include viewable time and screen share, with eyes-on-screen data provided by Lumen Research. This innovative approach provides advertisers with a comprehensive view of user engagement and attention on Snapchat.
DV Authentic Attention® introduces three key metrics for advertisers: Ad Focus, which evaluates the ability to capture user eye gaze; Dwell Time, quantifying how long ads hold user attention; and Attention Index, an overall measure enabling performance benchmarking against industry peers.
By integrating these metrics at an impression level, DV delivers insights that surpass aggregated reporting from other social attention solutions, empowering advertisers to make informed budget decisions and validate campaign impacts.
This move enhances DV's Media AdVantage Platform by incorporating attention insights with media verification, ad optimization, and campaign outcome measurement. DV's collaboration with Snap extends their existing capabilities in fraud detection, brand suitability, and viewability on the platform.
DV Authentic Attention® for Social is now available globally on Snapchat, with plans for additional platform integrations throughout 2025.
