DV’s dedicated team will help marketers unlock actionable, privacy-friendly ‘attention data’ to maximize campaign effectiveness and drive outcomes

 DoubleVerify, a leading software platform for digital media measurement, data and analytics, announced on 6 October 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.

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.”

Jordan Khoo, Managing Director of DoubleVerify APAC, concurred, “For APAC, a Magna study found that 71% of total advertiser budgets will be spent on digital that will result in a crowded marketplace. Advertisers in the region are therefore finding ways to optimize their campaign performance. The timely introduction of our DV Attention Lab allows us to bolster our capabilities and better guide our clients to drive returns on investment for their media budget”.