DoubleVerify launch new martech tool to help predict ad performance
DoubleVerify, a software platform for digital media measurement, data and analytics, has just launched a martech solution that predicts what data is needed to make a campaign successful.
Named Authentic Performance, the tool is currently being used in beta by DoubleVerify (DV) clients Mondelez, where it is helping them evaluate and optimize the performance of their campaigns.
Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem.
Authentic Performance can analyze 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, DV's new tool can evaluate an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility, and more.
In terms of engagement, it can analyze key user-initiated events that occur at the device or ad level, including user touches, screen orientation, video playback, and audio control interactions.
Wayne Gattinella, CEO of DoubleVerify, said: “Authentic Performance addresses a brand’s dilemma in performance measurement and actionability. 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.”
As digital ad spend increases, DV hope that the tool can help advertisers maximize ROI and drive real business outcomes, ultimately making it possible to predict the propensity of a campaign to perform.