• by Colin Kirkland , 7 hours ago

TikTok is now offering brands additional ad performance measurement capabilities through an extended partnership with DoubleVerify, which promises enhanced attention measurement and more platform-specific campaign insights. 

DoubleVerify has brought its “Authentic Attention” measurement product to TikTok, which integrates direct impression-level signals to measure attention on the popular video-sharing app.

The proprietary measurement product analyzes over 50 exposure and engagement data points to offer advertisers insight into the value of their TikTok promotions. 

According to DoubleVerify’s announcement, Authentic Attention evaluates and quantifies an ad’s consumer impact through specific metrics, including viewable time, share of screen, video presentation, audibility and more. 

The results are intended to help brands identify faults in their creative campaigns and ad placements so they can optimize for future promotions across verticals and regions.

TikTok has worked with DoubleVerify since 2021, when the ByteDance-owned company was growing rapidly and eager to sell more advertising, while attempting to ensure ad opportunities on its platform would remain safe for interested brands. 

Over the summer, DoubleVerify debuted its Authentic Attention measurement product on Snapchat.