TVision, DoubleVerify Strike Ad-Attention Partnership For CTV

TVision has struck a partnership with DoubleVerify in an effort to offer marketers advertising attention data attached to ad exposure and viewable data for connected TV (CTV) commercials.

TVision's technology will measure eyes-on-the-screen data for advertising attention, while Double Verify's advertising exposure CTV data will offer specific granular performance on CTV,  beyond general viewership. Double Verify is a platform for digital media measurement and analytics.

TVision says this deal extends other similar attention and ad exposure deals. It has recent agreements with Cadent, as well as Adelaide and Lumen for cross-platform measurement.

The partnership will give marketers the ability to analyze campaign performance to determine business outcomes and key performance indicators (KPIs).

Last month, TVision started up its Power Score product, which determines how audiences are engaged in specific TV programs. The company looks at “attentive seconds” divided by all seconds available. These results are then factored into “program reach per season” divided by publisher reach.



Power Score’s most recent top five streaming shows for the week of June 5-11 are Amazon Freevee’s “Jury Duty (Season One); Amazon Prime Video’s  “Shiny Happy People: Duggar Family Secrets” (Season One); Apple TV’s “Ted Lasso (Season Three); Netflix's “Never Have I Ever” (Season Four), and Netflix’s “FUBAR” (Season One).

Of the top 20 shows on the list Apple TV+ had six; Netflix had four; Paramount+, four; Amazon Prime Video, three; Disney+, one; Amazon Freevee, one; and Max, one.

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