Advanced Television

DoubleVerify: “Attention becoming dominant ad currency”

November 24, 2021

Ex-Adobe, and now DoubleVerify (DV)’s RVP of Northern Europe, Nick Reid, has shared his industry outlook and predictions for 2022.

DV is a software platform for digital media measurement. It protects global brands (e.g. Vodafone), social media platforms (e.g. TikTok, Facebook) and publishers to ensure viewable, fraud-free, and brand-safe ads.

Reid commented: “There are two key reasons 2022 will be the year attention becomes the dominant advertising currency.”

“Firstly, disruption, from tighter privacy controls to cookie deprecation, is impacting how brands target consumers and measure performance in their digital campaigns. More than ever, brands in 2022 will be looking for other measures they can take to gauge performance in an accurate, privacy-friendly way. Rather than buying inventory blind, adding attention to the media measurement mix can help ensure accountability over spend.”

“Secondly, brands will continue to want to drive outcomes from spend. Putting it another way, if you’re advertising a new product, the goal isn’t to drive a specific number of impressions, ultimately it’s to drive an outcome, like a sale. Attention metrics – such as audibility, quartile completion, screen touches, screen real estate  and more, provide powerful new sets of data that are more predictive of an outcome – which brands can use to optimise their campaigns. Likewise, brands can achieve this without tracking consumers or requiring personal information.”

“The shift in focus to attention metrics, alongside advancements in areas such as contextual targeting, is the natural next step in providing advertisers with better quality inventory and stronger results. Privacy regulations and the deprecation of cookies are undoubtedly accelerating this change. However, the shift to attention as the industry’s new currency isn’t only reactive, but grows out of verification solutions. Advances in verification in recent years have continually improved the baseline quality for ads by tackling fraudsters, boosting safety, and providing brands with clarity over their ad performance – the attention ecosystem is the next stage in its evolution.”

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