As the digital advertising landscape continues to evolve, innovation and data-driven solutions are more paramount than ever. One company leading the charge in these advancements is DoubleVerify. Recently, they introduced an attention activation solution that has been garnering immense attention. Marketing In Asia (M.I.A) personally reached out to DoubleVerify to dive into the specifics of this breakthrough offering.
How DoubleVerify’s New Attention Activation Solution Stands Out in the Market
DoubleVerify’s attention activation solution separates itself from the pack by introducing pre-bid attention optimisation segments. This feature allows brands and advertisers to identify and optimise towards high-attention inventory, thereby enhancing campaign performance on a massive scale. Powered by cutting-edge machine learning and data from over 65 billion impressions per month, this solution utilises DV Authentic Attention® – DoubleVerify’s flagship Attention solution.
The solution offers brands a unique and easy-to-activate strategy to avoid low-attention placements and enhance performance by optimising towards high-attention inventory. Moreover, it is accessible across top demand-side platforms including Amobee, MediaMath, and Invest DSP, marking it as an MRC-accredited and cookie-free, privacy-friendly measurement solution.
Specific Examples of DV’s Attention Optimization Impact on Campaign Performance
Attention measurement and optimisation cover the entire gamut of the marketing funnel, tailored to the unique goals that a brand has in place. Ad exposure correlates with branding KPIs such as awareness, as well as direct response KPIs such as conversions. By harnessing the power of DV Authentic Attention®, brands are able to drive notable improvements in campaign performance.
One such success story is Mondelez International, a leading snack company. Leveraging DV Authentic Attention®, Mondelez International experienced a 9-percentage point increase in brand favourability for a popular snack brand campaign. This testament underlines the efficacy of DoubleVerify’s pre-bid attention optimisation segments. By leveraging DV’s attention data globally, brands can avoid low-attention placements and improve performance by optimising toward high-attention inventory.
Privacy and Security in DoubleVerify’s Attention Solutions
DoubleVerify prioritises trust as a cornerstone of its business. Their commitment to data privacy and security is multi-faceted, featuring organisational, technical, and administrative measures. DoubleVerify aligns with or exceeds industry compliance requirements and holds certification from the Trustworthy Accountability Group (TAG). In addition, their attention solutions do not rely on cookies, emphasising their commitment to privacy-friendly practices.
Integration of DV’s Attention Solution with Other Metrics
Attention is at the heart of DoubleVerify’s Authentic AdTM rate. The three key indices in DV Authentic Attention® – Attention, Exposure, and Engagement – provide a more granular and insightful view of campaign performance. The DV Authentic AdTM rate is made up of the percentage of measured impressions that are “authentic” – ie, brand suitable, fraud-free, in geo, and viewable as defined by IAB standards.
The DV Authentic Attention® solution provides a holistic view of campaign performance, evaluating over 50 data points per impression and providing insight into key metrics such as viewable time, share of the screen, video presentation, audibility, and more. These metrics are used to quantify an ad’s intensity and prominence, which is then combined with user-initiated events, including user touches, screen orientation, video playback, and audio control interactions, to generate the DV Attention Index, a measure of attention that provides key insights into campaign performance.
Machine Learning Techniques Powering DV’s Universal Attention Segments
DV’s Universal Attention Segments utilise advanced machine learning and data from DV Authentic Attention®. These segments, which are updated on a daily basis, make use of DV’s attention data from around the world and allow brands to steer clear of low-attention placements and enhance performance by focusing on high-attention inventory. This powerful machine learning technique offers brands an easy-to-activate solution to optimise campaign performance at scale.
DV’s Upcoming Dynamic Attention Segments: What to Expect?
DoubleVerify’s dynamic attention segments promise more personalised optimisations by leveraging each brand’s unique media quality settings and specific performance data. These segments will incorporate attention insights, as well as additional data points such as engagement, exposure, and performance metrics. This will allow for customised optimisations based on the advertiser’s unique profile, contributing to even greater improvements in campaign performance.
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Moreover, The Dynamic Attention Segments will differ from DV’s existing attention activation solutions in the way that they will be exclusive to the company’s customers. This customised approach is set to further improve campaign performance, offering advertisers more tailored strategies based on their specific needs and goals.
Influence of Alternate Performance Currencies on DV’s Strategy
The growing demand for alternate performance currencies in the saturated media landscape has steered DoubleVerify’s strategy towards attention-based measurement. The company recognises the importance of optimising impression value in today’s content-heavy media scene. Thus, the introduction of programmatic pre-bid segments is their strategic response to this demand, enabling brands to focus on media correlated with delivering stronger campaign metrics.
The Future of Ad Performance with DoubleVerify
In a world of rapid digital transformation, DoubleVerify’s attention activation solution represents a significant leap forward in data-driven advertising. Its novel features and benefits are proof of the company’s commitment to innovating in a field ripe for disruption.
DoubleVerify’s solution places advertisers at the helm, empowering them with the tools to drive maximum campaign performance. Moreover, it underscores their dedication to privacy and security. As the company readies to introduce their Dynamic Attention Segments, advertisers can anticipate even greater customization and improved performance.
As M.I.A has discovered through our interaction with DoubleVerify, the future of ad performance optimization promises to be dynamic and data-driven, focused on attention metrics as a core aspect of campaign success. In this future, DoubleVerify is poised to be a game changer, offering solutions that meet the industry’s evolving needs while anticipating and shaping what’s next.
