DoubleVerify unveils attention offering for publishers to enhance measurement

DoubleVerify has launched of DV Attention for Publishers. The company says the solution sets a new standard in the industry for performance measurement and optimisation, empowering publishers with actionable insights to maximise the value of their inventory.

As the digital advertising landscape increasingly prioritises attention as a key metric to evaluate campaign success, DV Attention for Publishers empowers publishers with essential data and metrics to measure and optimise their inventory based on trusted, third-party verification.

This new offering delivers expansive inventory and campaign insights for attention, including more than 15 metrics across over more than 10 dimensions of inventory. Furthermore, DV first received accreditation from the MRC in 2023 for its DV Authentic Attention metrics in DV Pinnacle across desktop, mobile web, and mobile apps.

This combination of expansive, impression-level attention data and rigorous accreditation reviews strengthens a publisher’s ability to deliver impactful campaign outcomes and build trusted, results-driven advertiser partnerships.

“With attention growing in popularity, publishers need actionable insights into inventory performance to maintain their competitive edge,” said Steven Woolway, executive vice president of business development at DoubleVerify. "DV’s attention offering equips our publisher clients with the data they need to understand how attention impacts campaign outcomes, leading to stronger partnerships with brands based on privacy-friendly metrics."

Key features of DV Attention for Publishers:

• Granular Campaign and Inventory Metrics: Publishers can access granular attention data across their open web and in-app campaigns and inventory, broken down by key dimensions such as ad unit, device type, media type, advertiser, order, line item, and more.

• Performance-Driven Optimisation: By analysing attention metrics across various campaign dimensions, publishers can take action to boost campaign performance beyond traditional metrics such as viewability and click-through rates.

• Advertiser Vertical Attention Benchmarks: DV provides attention performance benchmarks based on specific advertiser verticals, allowing publishers to assess how their inventory performs in relation to industry standards, and optimise accordingly.

• Global Scale Backed by Proven Methodology: DV’s framework has been trusted by DV’s expansive list of advertiser clients since 2021, and it will now serve as a tool for publishers to find clear, actionable paths to improve campaign results.