DoubleVerify and TVision pair CTV exposure with eye-tracking signals
DoubleVerify announced a partnership with TVision to enhance Connected TV (CTV) attention measurement for advertisers. This collaboration combines DV's ad exposure data (viewable time, screen share) with TVision's viewer presence and eyes-on-screen attention signals to offer a holistic and scalable attention measurement solution. The integrated offering is expected to be available for a closed beta in the second half of 2023, with a broader market release to follow.
Key Takeaways
- DV will combine viewable time and screen share with TVision’s viewer presence and eyes-on-screen attention signals.
- The offering is designed to help advertisers justify premium CTV budget allocations and validate campaign effectiveness.
- DoubleVerify said its attention measurement now extends from open web inventories, formats and devices into CTV.
- The companies expect a closed beta in the second half of 2023 after several months of technical integration.
Why It Matters
This gives advertisers a single CTV attention framework built from DV’s ad exposure data and TVision’s person-level viewing signals, rather than treating exposure and attention as separate inputs. It also extends DoubleVerify’s attention measurement beyond the open web into CTV, where the company says it can analyze performance across inventories, formats and devices at scale. The next concrete milestone is the closed beta in the second half of 2023, followed by a broader market release.
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