Example 8. 2024 April 30: Introducing Universal Attention Segment by DoubleVerify
We're excited to introduce Universal Attention Segment by DoubleVerify (DV) as a new addition to our contextual targeting product offering. This pre-bid segment leverages industry-wide DV Authentic Attention data to empower you in making informed bidding decisions, without relying on cookies. Universal Attention Segment ensures optimized programmatic campaign performance by eliminating low-performing inventory. Elevate your programmatic advertising strategy with the Universal Attention Segment.
Adform introduces Universal Attention Segment by DoubleVerify (DV) as a new addition to our current contextual targeting products. Universal Attention Segment is a pre-bid solution that eliminates low-performing inventory from your media buys. It uses DV Authentic Attention data — a privacy-friendly, MRC-accredited data solution that doesn't rely on cookies. This solution measures ad attention, considering factors like ad format, on-screen location, viewer engagement, and provides a score reflecting how much attention an ad captures. DV Universal Attention Segment uses these scores to categorize inventory based on attention level (high, medium, or low).
When you activate DV Universal Attention Segment for your programmatic line items, the DV algorithm identifies websites with low user engagement. The algorithm excludes the bottom 40% of websites to avoid wasting ad impressions on users who aren't paying attention. To ensure that a large pool of websites remain available for ads, the algorithm avoids removing any website that delivers a significant portion (more than 10%) of the overall impressions. DoubleVerify refreshes the data daily to keep the targeting focused on websites with the most engaged users.
For more details on DV attention measurement, visit DoubleVerify website.
DV Universal Attention Segment offers the following benefits for both video and display campaigns:
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Enhance ad impact by targeting domains with greater audibility and higher viewable completion rates, where viewers are more likely to pay attention.
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Improve the quality of engagement with interactive ads by targeting placements where viewers are more likely to notice and interact with the ad, leading to higher click-through rates.
To use the new contextual targeting segment for your programmatic line items, follow the procedure in Activate Contextual Targeting, select DoubleVerify as Provider, and choose Universal Attention to target.
For more details on contextual targeting, including best practices, see Understand Contextual Targeting.
See Pricing for Brand Safety, Contextual Targeting and ID Fusion Features for all pricing details.
In Adform reports, you can evaluate the performance of the new contextual targeting segment that you select for your campaigns or line items. To see the relevant data, create a custom report and select pre-bid reporting dimensions: Pre-bid Contextual Targeting Features and Pre-bid Contextual Targeting Providers.