DoubleVerify this morning unveiled
the DV Attention Lab, a new attention-based measurement service its positioning as an alternative to third-party cookie-based targeting. The service, which uses in-depth attention data to measure ad
exposure and engagement, has Mondelez International as its charter client.
“We are excited to see them launch the Attention Lab and support the industry as attention-based measurement
and targeting becomes even more critical,” Mondelez Director of Global Media Strategy & Planning and Americas CX Lead jennifer Brain-Mennes stated.
Mondelez participated in a pilot
using data to evaluate and optimize performance of a cross-platform display campaign for an undisclosed popular snack brand. The technology helped identify “high-exposure impressions” for
the campaign.
Once an advertiser has established a foundation of media quality, DoubleVerify overlays privacy-friendly attention signals to help provide broader insights into the core drivers
of media performance.
The technology evaluates more than 50 data signals across two attention-based data cohorts -- exposure and engagement.
Exposure measures the prominence and
intensity of the ad experience, and engagement measures user presence and the depth of user engagement within the ad experience.
The test for Mondelez produced a nine percentage point
increase in brand favorability, an eight point lift in consideration, overall, and a five point rise in purchase intent among the brand’s primary target audience, the company said.
The
two data sets power the index to helps marketers surface key performance signals at a granular level to help fuel in near real-time the insights required to target ads without cookies.
The lab
features a team of data scientists, product experts, and marketing analysts -- a group of more than 20 employees globally focused on providing advertisers with insights and recommendations on
campaign performance. Insight will cover industry benchmark reports, best practice guides, illustrative case studies, and more.