DoubleVerify (DV) has introduced its new product, DV Authentic Attention for Social, on Snapchat. This launch marks the first instance of DV’s attention measurement capabilities being applied to a social media platform, expanding from its previous focus on the open web and connected TV (CTV).

The DV Authentic Attention for Social product combines platform signals with eye-tracking insights from Lumen Research. This combination aims to provide advertisers with detailed metrics to evaluate campaign performance on Snapchat. Among the metrics offered are Ad Focus, Dwell Time, and Attention Index, which are designed to capture granular data at the impression level. This approach is intended to offer insights that go beyond traditional aggregated reporting.

CEO of DoubleVerify, Mark Zagorski, said: “Snap’s immersive, high-impact environment makes it an ideal platform to demonstrate how attention can drive better outcomes across social environments…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.”

The introduction of DV Authentic Attention for Social is part of DoubleVerify’s broader Media AdVantage Platform. This platform encompasses media verification, ad optimisation, and campaign outcomes measurement, all aimed at enhancing media efficiency and performance through artificial intelligence.

Currently, DV Authentic Attention for Social is globally available on Snapchat, with plans for further platform integrations anticipated in 2025.