TikTok Dances With DV to Get Deeper Attention Metrics

TikTok is still around. Just ask my teenage daughter.

Congress passed a law last year that was supposed to shut down the video platform if it didn’t shed its connections to the Chinese government. President Trump kept it open, claiming a deal was near. 

While we’re waiting, TikTok has a big audience and advertisers are eager to reach it.

Like other digital video platforms, TikTok needs to have data it can share with advertisers to justify spending and increased spending.

Today TikTok said it has expanded its relationship with DoubleVerify and will be able to give advertisers access to direct impression-level signals and let them measure attention on the platform.

The new DV Authentic Attention data will let marketers evaluate which creatives, formats and platforms capture viewer attention. In most case, that attention translates into brand awareness and sales.

“There is no doubt that TikTok has become an essential advertising environment for leading brands. Understanding how consumers engage with those brands has become critical to evaluating current and future campaign success,” said Mark Zagorski, CEO of DoubleVerify. “By leveraging our proprietary AI analytics capabilities and integration with TikTok, we have expanded DV Authentic Attention on the platform, giving advertisers a powerful new way to measure and optimize performance, and helping them identify what truly drives engagement and outcomes like never before.”

The DV metrics will help advertisers improve the impact of their creative by measuring time in-view as well as engagement, maximize campaign performance by shifting investment toward high attention placements, and enable smarter benchmarking by comparing performance with other TikTok campaigns. 

“At TikTok, we’re constantly evolving our measurement ecosystem to help advertisers make more informed decisions,” said Lorry Destainville, Global Head of Monetization Product Partnerships at TikTok. “DoubleVerify has been a trusted partner in advancing transparency and performance measurement across video. By expanding our collaboration, we’re giving advertisers access to impression-level attention insights, empowering them to optimize ad creatives, ad placements and investment strategies on TikTok.”

DSV Authentic Attention is a part of DV's Media AdVantage Platform, which combines media verification, ad optimization and campaign outcomes measurement to maximize media performance and return on ad spend

This launch with TikTok follows DV’s providing Authentic Attention on Snap, extending the DV’s coverage across social media platforms.

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Attain said it made a deal to integrate more of its real-time purchase data into the Yahoo DSP. 

The arrangement makes Attain’s segments discoverable and targetable directly for users, eliminating the need for third-party or manual on-boarding.

“Marketers want a more direct, more accountable connection between audience strategy and real outcomes,” said Brian Mandelbaum, CEO of Attain. “This integration brings our purchase-based audiences directly into Yahoo DSP, unlocking another key partner channel for our clients and advancing our vision of building the most trusted and comprehensive consumer-data ecosystem.” 

The companies said the arrangement should a help advertisers and agencies reach verified purchasers, activate faster, and build commerce-driven campaigns across Yahoo’s CTV, video, native and display ecosystem.

“Our customers are looking for easier and more privacy-forward ways to find high-intent shoppers across the open web,” said Emily Ray, Senior Director, Business Development, Yahoo. “The integration of Attain’s verified commerce audiences with Yahoo ConnectID makes it simpler for advertisers to execute omnichannel campaigns backed by durable identity and deep, real-world purchase insights.” 

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PubMatic, Untapped Growth and tvScientific said they are getting together to help independent agencies buy and measure CTV. 

The companies said the collaboration combines PubMatic’s AI-powered infrastructure and inventory, Untapped Growth’s collective buying power and tvScientific’s TV measurement platform.

“The AI revolution is creating an opportunity for fast-moving, independent agencies to disrupt. Together with Untapped Growth and tvScientific, we’re giving them the infrastructure to capitalize on it,” said Kyle Dozeman, chief revenue officer, Americas, at PubMatic.

“Together, we’re helping independent agencies drive outcomes on CTV and hold the channel to the same standard of accountability as digital performance media,” added Jason Fairchild, CEO and Co-founder, tvScientific. “By linking impression-level data with real business results, we’re turning CTV into a full-funnel performance channel, not just an awareness play."

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JWX is the new name of JWP Connatix, formed last year when JW Player and Connatix combined.

“The media landscape has changed, with new issues that need immediate attention — from discovery dynamics to platform dependencies,” said JWX CEO John Nardone. “Publishers and media companies are feeling those pressures acutely. We are building JWX to stand with them in this moment: to serve as a partner that understands their challenges and provides technology to help them adapt and thrive.”