DoubleVerify, the leading software platform for media quality verification, ad performance optimization, and campaign outcome measurement, announced the launch of DV Authentic Attention® for Social-a powerful new solution debuting with Snapchat. This expansion marks a significant milestone in DV’s attention measurement capabilities, extending its reach across the open web, connected TV (CTV), and now social media. The result: a unified, cross-platform view into advertising effectiveness.
“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.”
This first-of-its-kind solution for Snapchat integrates DV’s scalable ad exposure metrics—such as viewable time and screen share—with Lumen Research’s eye-tracking insights, providing advertisers with an unparalleled understanding of user attention at the impression level. It’s the only offering on Snapchat that unites actual impression-based ad exposure with direct eyes-on-screen data to deliver the most comprehensive attention measurement available.
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With DV Authentic Attention for Social, advertisers can evaluate their media performance on Snapchat with unmatched precision. The solution empowers brands to make more informed budgeting decisions, validate impact more effectively, and enhance overall return on ad spend (ROAS). The tool offers three core metrics to deliver actionable insights:
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Ad Focus – Measures the likelihood of capturing a user’s gaze, helping advertisers understand the potential reach of their ad’s visual engagement.
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Dwell Time – Quantifies in seconds how long a user remains engaged with an ad, offering insights for optimizing creative performance.
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Attention Index – Provides a benchmarked score of attention for Snap campaigns, enabling brands to compare performance within their industry vertical.
Unlike aggregated social metrics, DV’s impression-level analysis surfaces granular insights into the exact elements—creative, placement, and activation strategy—that influence attention. This level of detail helps brands uncover what truly drives engagement and performance in their Snapchat campaigns.
DV Authentic Attention is a core feature within DV’s Media AdVantage Platform, a comprehensive suite that combines media verification, ad optimization, and performance measurement to enhance campaign results and maximize ROI. Through this integration, advertisers gain a deeper understanding of how effectively their ads engage users—insights that are directly tied to business outcomes.