Media verification and performance platform DoubleVerify (“DV”) has announced the launch of DV Authentic Attention® for Social. The product will first launch with Snap, combining platform signals with eye-tracking insights. The new solution marks an expansion of DV’s attention measurement capabilities, now spanning open web, connected TV (CTV), and social media.
“Snap’s immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments,” said Mark Zagorski, CEO of DoubleVerify. “This will give advertisers further visibility into how users engage with their campaigns, transforming how performance is measured and empowering smarter, more impactful media investment decisions.”
The new offering combines DV’s scalable ad exposure data, including key metrics such as viewable time and screen share, with eyes-on-screen ad signals from Lumen Research, creating a holistic attention solutionfor advertisers. This is the first solution on Snapchat to combine impression-level ad exposure metrics with eyes-on-screen data, delivering an unprecedented level of attention insight across their platform.
DV Authentic Attention offers three main metrics to provide brands with actionable insights into their campaign performance: Ad Focus – evaluates the ad’s ability to capture eye gaze, Dwell Time – measuring how long an ad holds a user’s attention; and Attention Index – an overall measure of attention on Snap, benchmarking results against peer performance within a vertical.
DV Authentic Attention is a key component of DV’s Media AdVantage Platform, which combines media verification, ad optimisation, and campaign outcomes measurement to maximise media performance and ROAS.
DV Authentic Attention for Social is now globally available on Snapchat, with additional platform integrations coming throughout 2025.
DoubleVerify is a client of Bluestripe Group, publisher of New Digital Age.
