DoubleVerify has launched DV Authentic Attention® for Social, which initially integrates with Snap. This new solution enhances attention measurement capabilities across various platforms like open web and connected TV (CTV). It combines ad exposure data with eye-tracking insights from Lumen Research, providing advertisers with information on user engagement with campaigns. The solution includes three key metrics: Ad Focus, which measures ad gaze capture; Dwell Time, quantifying user attention in seconds; and additional actionable insights to refine media investments and improve ROI.
Snap's immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments.
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.
The solution enables advertisers to assess media performance on Snapchat with greater precision, helping inform budget decisions, validate campaign impact, and drive stronger ROI.
DV Authentic Attention offers three main metrics to provide brands with actionable insights into their campaign performance.
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