DoubleVerify launches Authentic Performance measuring exposure and engagement

DoubleVerify this month launched Authentic Performance, a new product that provides predictive data expected to drive campaign performance.

According to DoubleVerify, Authentic Performance analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device – in real time:

• For exposure, Authentic Performance evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, and audibility.
• For engagement, Authentic Performance analyses user-initiated events that occur at the device or ad level, including user touches, screen orientation, video playback, and audio control interactions.

“Authentic Performance addresses a brand’s dilemma in performance measurement and actionability,” said Wayne Gattinella, CEO of DoubleVerify. “Current tools are either fast but simplistic – with metrics like viewability and click-through rate (CTR); or they’re sophisticated but slow – with data reported post-campaign. Authentic Performance® is designed to provide predictive data that are correlated with digital advertising effectiveness, in real time – giving global brands clarity and confidence in their digital investment.”