DoubleVerify Earns MRC Accreditation For Attention Metrics

DoubleVerify has received Media Rating Council (MRC) accreditation for its Authentic Attention metrics.

The accreditation spans DV’s display and video attention metrics for desktop, mobile web, and mobile apps.

This is the first time the MRC has reviewed DV’s advanced analytics beyond the viewability standard, into viewable impression measurement performance.

The solution’s capabilities include an engagement index that analyses key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions; and exposure index that evaluates an ad’s presentation, including viewable time, share of screen, video completion, and audibility; and attention benchmarks for comparing and optimizing performance against other campaigns.

DV launched an Attention Lab in October, designed to help advertisers optimize campaign performance using attention data on ad engagement and ad exposure.

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The MRC also granted DoubleVerify initial accreditation in nine languages for CTV app ad verification at a property level; continued accreditation for display and digital video impressions and IVT (invalid traffic) in desktop, mobile web, mobile application, and CTV environments, as well as for viewable impressions and property-level ad verification metrics within desktop, mobile web, and mobile application environments; and continued accreditation for DV’s third-party integrated reporting of Facebook display and video impressions, viewable impressions, and related viewability metrics within desktop, mobile web, and mobile in-app, inclusive of IVT filtration in desktop.

1 comment about "DoubleVerify Earns MRC Accreditation For Attention Metrics".
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  1. Ed Papazian from Media Dynamics Inc, January 4, 2023 at 11 a.m.

    A good first step by DoubleVerify. And obviously the manifestations described go to the matter of audience attentiveness -----but how far? For example, if on average only 2-5% of the devices which show an ad message indicate some engagement activity by the user and my ad scores higher ---at 7% ---that, in itself, is worthwhile information. but it doesn't tell me whether the rest of the "audience"was attentive---or not---or not even present. Which are also important metrics which provide a fuller, more detailed picture of total response---or lack of same.

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