DoubleVerify launches real-time, predictive ad effectiveness solution
The solution analyzes a mix of ad exposure and engagement data to gauge expected ad performance.
Ad measurement platform DoubleVerify has launched Authentic Performance, a new predictive ad solution for reporting expected ad performance based on real-time ad exposure and engagement data.
The solution analyzes more than 50 data points, including viewable time, share of screen, video presentation and audibility as well as engagement data at the device or ad level, such as screen orientation, video playback and audio control interactions.
Why we care
The aim is to give advertisers more data, faster about the expected impact of their advertising spend by analyzing a breadth of metrics, in flight. Advertisers can use the insights to identify how ads are either working or underperforming — at the impression-level — and make adjustments accordingly.
“Current tools are either fast but simplistic — with metrics like viewability and click-through rate; or, they’re sophisticated but slow — with data reported post-campaign,” said DoubleVerify CEO Wayne Gattinella, “Authentic Performance is designed to provide predictive data that are correlated with digital advertising effectiveness — in real-time.”
More on the news
- CPG giant Mondelez is among the customers testing the new solution, DoubleVerify said.
- Authentic Performance builds on DoubleVerify’s existing ad measurement solution Authentic Impression, an MRC-accredited metric for viewability and brand safety.
- DoubleVerify integrates with a number of programmatic ad platforms, including DoubleClick, AppNexus, The Trade Desk, Amobee, Tremor Video and more.