DoubleVerify Partners With TVision to Expand Industry-Leading Attention Measurement in CTV

DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced a partnership with TVision, a provider of second-by-second analytics on how viewers watch television, to improve performance measurement on connected television (CTV) and provide the most comprehensive and scalable attention span on the market.

DoubleVerify and TVision partner to combine DV’s Extended Ad Impression Data, including Watch Time and Screen Sharing, with TVision’s Viewer Presence and Screen Ads Attention Signals , offers the most comprehensive attribution measurement solution for advertisers looking to measure their performance on CTV at scale.

The combined offering will allow advertisers to measure media performance on CTV to justify premium budget allocation, validate campaign effectiveness, and improve return on digital investment. Additionally, by extending the DV attribution measurement to CTV, clients will be able to analyze overall campaign performance across open web inventory, formats, and devices at scale to Maximize sales results and KPIs. No other attention solution can provide the breadth and depth of coverage needed to provide advertisers with the ability to optimize pre- and post-campaigns at scale.

“Our alliance with TVision is a significant stride towards comprehensive and reliable attention measurement in CTV,”

“This partnership underscores our commitment to delivering the most scaled, objective, and actionable performance metrics for our clients. By aligning TVision’s viewer presence and eyes-on-screen attention data with our own ad exposure and user engagement data, we are establishing a new standard for assessing the true impact of CTV advertising – ultimately driving superior outcomes for brands across the globe.”

Daniel Slotwiner, SVP of Attention at DoubleVerify.

Technical integration between DV and TVision will continue over the next few months. The companies expect the hybrid service to be available to customers in closed beta in the second half of 2023, followed by a broader release.

“We are thrilled to collaborate with DoubleVerify to advance the adoption of attention measurement across CTV environments,”

“Our partnership enables marketers to gain deeper insights into where and when they get the most value in CTV.”

Yan Liu, CEO & Co-Founder of TVision.

When it comes to measuring and optimizing attention, DV delivers unparalleled innovation, scalability, and efficiency. DV Authentic AttentionⓇ is a privacy-friendly, MRC-accredited performance solution that works independently of personal identifiers or cookies. It’s the only attention solution that analyzes over 50 impression-level data points, providing real-time assessments of digital ad exposure and consumer engagement. Evaluating tens of billions of impressions monthly, it examines various user-initiated events during ad impressions, such as screen taps, screen orientation, video playback, and interactions sound control. These metrics contribute to the DV Attention Index, a comprehensive measure of attention proven to improve campaign performance.

To dive deeper into the evolving world of attention measurement and address its partnership with TVision, DoubleVerify invites all Cannes Lions 2023 attendees to join the company on board DV Cruises, ASYA, June 19-22. On Tuesday, June 20, DV will host a panel discussion titled “From Buzz to Bottom Line: How Big Brands Get Attention” takes a deeper dive into attention-based advertising and its potential to revolutionize the digital advertising landscape.