DoubleVerify Opens DV Attention Lab

US-based digital media measurement and analytics firm DoubleVerify (DV) has launched the DV Attention Lab, to help advertisers optimize campaign performance using data on ad engagement and ad exposure.

Acquired by private equity firm Providence Equity Partners in 2017, DV offers MRC-accredited software that verifies the quality and effectiveness of digital ads.

The new DV Attention Lab is staffed by a multidisciplinary team comprising data scientists, product experts and marketing analysts. Comprising more than twenty employees globally, the Lab will focus on providing advertisers with attention-based insights and recommendations on campaign performance, powered by DV Authentic Attention - which analyzes more than 50 data points on the exposure of a digital ad and consumers' engagement with a digital ad and device. The Lab will also provide industry benchmark reports, best practice guides and case studies.

CEO Mark Zagorski (pictured) comments: 'Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer. 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'.

Web site: www.doubleverify.com .