DoubleVerify Launches DV Authentic Attention for Social with Snap

DoubleVerify has launched DV Authentic Attention for Social, marking the company’s first attention‑measurement solution for social media, starting with Snapchat. Developed in partnership with Lumen Research, the offering uniquely combines scalable ad exposure data—including viewable time and screen share—with eyes‑on‑screen metrics to provide rich, impression‑level insight into user engagement across platforms such as social, connected TV, and open web.

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Advertisers gain access to three pivotal attention metrics—Ad Focus evaluates gaze capture, Dwell Time measures the duration of engagement, and Attention Index benchmarks campaign efficacy against industry peers—allowing for more precise budget decisions, creative optimization, and enhanced ROI. By elevating attention measurement in social contexts beyond aggregated data, this innovation empowers marketers to better understand the drivers of performance within each impression. Integrated into DoubleVerify’s Media AdVantage Platform—alongside fraud detection, brand safety, and viewability—the new solution is now globally available on Snapchat, with plans for broader social platform rollout throughout 2025.

Read More: DoubleVerify Debuts First-of-Its-Kind Attention Measurement for Social