Marketers looking for proof that their ads are more than wallpaper just got a fresh data stream to obsess over, as DoubleVerify (NYSE: DV) extended its DV Authentic Attention product into one of digital advertising’s busiest neighborhoods: TikTok. The move wraps a serious business agenda—turning “attention” into a tradable metric—in a setting better known for dance challenges than media mix modeling.
Attention goes short-form
DoubleVerify, which built its franchise on media verification and ad performance analytics, is now the first badged TikTok Marketing Partner focused specifically on attention measurement, tapping impression-level signals from the platform. Brands gain a granular view of how exposure and user interaction come together across TikTok formats, ad sets, creatives, and objectives, effectively treating every swipe as a tiny A/B test.
From viewability to “did anyone care?”
The company’s Authentic Attention framework looks beyond basic viewability to factors such as time in-view, share of screen, and engagement signals, aiming to correlate these data points with downstream campaign performance. That turns the old “was the ad served?” question into the more existential “did the ad register as anything more than background noise?”—a philosophical upgrade media buyers seem increasingly willing to pay for.
Creative fatigue meets quant finance
With the new integration, advertisers can identify creative fatigue, benchmark attention across campaigns and regions, and shift spend toward higher-attention placements in near real time. In practice, that means a TikTok spot that quietly commands an extra half-second of focus can be treated like a high-performing factor in a portfolio, attracting incremental budget until its edge inevitably mean-reverts.
Social, CTV and the attention land grab
The TikTok tie-up follows prior expansions of DV Authentic Attention across the open web, connected TV, and Snapchat, where the company also combines exposure data with eye-tracking signals from partners like Lumen Research. Together, these integrations push DoubleVerify toward a cross-channel attention standard at a time when nearly half of media buyers say they plan to use attention-based metrics on most of their buys.
Can the market stay focused?
For DoubleVerify, the strategic bet is that investors will view attention data as infrastructure, not a passing fad, especially as the product is embedded more deeply into its broader Media AdVantage platform and new partnerships across brands and publishers. The real test may be whether a company built on measuring fleeting human focus can keep enough of Wall Street’s attention to justify growth expectations—an irony unlikely to be lost on anyone who has ever watched a trader check TikTok between earnings calls.
The Sources
[1] DoubleVerify Expands DV Authentic Attention to TikTok as the First … https://finance.yahoo.com/news/doubleverify-expands-dv-authentic-attention-140000004.html
[2] DoubleVerify Expands DV Authentic Attention to TikTok as the First … https://www.businesswire.com/news/home/20251210033737/en/DoubleVerify-Expands-DV-Authentic-Attention-to-TikTok-as-the-First-Badged-TikTok-Marketing-Partner-for-Impression-Level-Attention-Insights
[3] DoubleVerify expands attention measurement to TikTok https://www.investing.com/news/company-news/doubleverify-expands-attention-measurement-to-tiktok-93CH-4401106
[4] [PDF] GLOBAL INSIGHTS – DoubleVerify https://doubleverify.com/wp-content/uploads/2024/07/DV_Report_GlobalInsights_2024_Global.pdf
[5] DV Authentic Attention – Exposure and Engagement – DoubleVerify https://doubleverify.com/products/advertisers/verify/authentic-attention
[6] DV’s 2024 Q4 Quality & Attention Benchmark Report – DoubleVerify https://doubleverify.com/lp/report/web/verify/dvs-2024-q4-quality-attention-benchmark-report
[7] DoubleVerify Unveils DV Authentic Attention for Social – Martechvibe https://martechvibe.com/article/doubleverify-unveils-dv-authentic-attention-for-social/
[8] DoubleVerify Debuts First-of-Its-Kind Attention Measurement for … https://finance.yahoo.com/news/doubleverify-debuts-first-kind-attention-130000271.html
[9] DoubleVerify Debuts DV Authentic Attention for Social https://www.destinationcrm.com/Articles/CRM-News/CRM-Across-the-Wire/DoubleVerify-Debuts-DV-Authentic-Attention-for-Social-170288.aspx
[10] DoubleVerify Launches DV Authentic AdVantage, an Industry-First … https://finance.yahoo.com/news/doubleverify-launches-dv-authentic-advantage-180000404.html
[11] DoubleVerify Reports Second Quarter 2025 Financial Results https://finance.yahoo.com/news/doubleverify-reports-second-quarter-2025-200500407.html
[12] DV – Doubleverify Hldgs Inc Latest Stock News & Market Updates https://www.stocktitan.net/news/DV/
[13] DoubleVerify Extends Industry-Leading Data Solutions to Supply … https://finance.yahoo.com/news/doubleverify-extends-industry-leading-data-141100474.html
[14] DoubleVerify Holdings, Inc. (DV) Latest Press Releases & Corporate … https://finance.yahoo.com/quote/DV/press-releases/
[15] DoubleVerify Unveils New Partnership to Authenticate Lyft Ads https://finance.yahoo.com/news/doubleverify-unveils-partnership-authenticate-lyft-120000724.html
[16] Attention Metrics: The Revolution in Advertising Measurement https://www.carlosarangosch.com/en/attention-metrics-the-revolution-in-advertising-measurement
[17] DoubleVerify Expands Global Measurement Capabilities to Include … https://finance.yahoo.com/news/doubleverify-expands-global-measurement-capabilities-130000935.html
[18] [PDF] DoubleVerify’s Guide to Attention Measurement https://doubleverify.com/wp-content/uploads/2023/02/DV_Guide_AttentionMatters.pdf
[19] DoubleVerify Debuts First-of-Its-Kind Attention Measurement for … https://ir.doubleverify.com/news-events/press-releases/press-releases-details/2025/DoubleVerify-Debuts-First-of-Its-Kind-Attention-Measurement-for-Social-Launching-with-Snap/default.aspx
[20] DoubleVerify Reports Third Quarter 2025 Financial Results https://finance.yahoo.com/news/doubleverify-reports-third-quarter-2025-123000595.html
