DoubleVerify and TVision claim they will provide the most holistic attention measurement solution for advertisers looking to gauge their performance on CTV at scale, having joined forces to bring the solution to market in the USA initially, before moving to other territories.
DoubleVerify is a leading software platform for digital media measurement, data and analytics. TVision provides second-by-second analysis of how viewers are watching TV and currently maintains viewing panels in the U.S., UK and Japan. DoubleVerify’s ad exposure data, including viewable time and screen share will be combined with TVision’s viewer presence and eyes-on-screen ad attention signals.
“Our alliance with TVision is a significant stride towards comprehensive and reliable attention measurement in CTV,” says Daniel Slotwiner, SVP of Attention at DoubleVerify (DV). “By aligning TVision’s viewer presence and eyes-on-screen attention data with our own ad exposure and user engagement data, we are establishing a new standard for assessing the true impact of CTV advertising – ultimately driving superior outcomes for brands across the globe.”
Technical integration between DV and TVision will be ongoing over the next few months and the aim is to offer U.S. customers a closed beta in the second half of 2023. Broader market release will follow.
TVision is DV’s only partner currently for holistically measuring attention in connected TV. A spokesperson said DV will continue to work with TVision, and explore other enhancements and partnerships, as it expands geographical coverage beyond the U.S.
“We are thrilled to collaborate with DoubleVerify to advance the adoption of attention measurement across CTV environments,” declares Yan Liu, CEO & Co-Founder of TVision. “Our partnership enables marketers to gain deeper insights into where and when they get the most value in CTV.”
DV already measures ad exposure globally across devices including CTV. It analyses over 50 data points related to exposure and consumer engagement for digital ads and devices.