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02/17/2021

Mondelez Finds Partner for Cookie-Less Ad Measurement

Jacqueline Barba
Associate Editor
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Mondelez International leveraged DoubleVerify’s (DV) new ad performance measurement tool for a cross-platform display campaign starring a popular snack brand, as part of the software platform’s early access program.

“DV’s sophisticated analysis of media performance provided us with actionable insights to drive campaign optimization and maximize effectiveness,” said Jennifer Brain-Mennes, director of global media strategy & planning, Americas CX Lead at Mondelez in a recent media release from DV. “Through DoubleVerify Authentic Attention, we’ve been able to evaluate ad exposure and engagement in a completely new, granular and holistic way.”

DV Authentic Attention, now widely available, is a privacy-friendly data solution aimed optimizing campaign performance using timely, impression-level insights such as the impact of an ad’s presentation and key dimensions of consumer engagement.

For Mondelez, DV highlighted the value of “high-exposure” impressions on the campaign — correlated with a 9-percentage point increase in favorability, an 8-point lift in consideration overall and a 5-point rise in purchase intent among the brand’s primary target audience.

DV Authentic Attention analyzes more than 50 data points on the exposure of a digital ad and a consumer’s engagement with it, in real-time. For exposure, measurement to evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation and audibility. For engagement, Authentic Attention analyzes key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback and audio control interactions. With this solution, advertisers are able to benchmark top performing sites and apps, evaluate cost-effective private marketplace deals characterized by high performance, and focus on the ad units and creatives that deliver the most impact.

“Optimizing campaign performance with existing measurement solutions continues to be a challenge,” said Mark Zagorski, CEO of DoubleVerify. “Current tools have visibility gaps due to global privacy regulations and the deprecation of third-party cookies and mobile identifiers — which impede an advertiser’s ability to take meaningful action to influence campaign performance. DV Authentic Attentio is designed to provide actionable, privacy-friendly data correlated with measurable campaign outcomes, giving global brands greater clarity and confidence in their digital investment.”

Authentic Attention builds on DV's Authentic Ad, a proprietary, MRC-accredited metric that provides advertisers with a definitive measure of digital media quality. As a natural evolution, Authentic Attention overlays key performance measures onto DV Authentic Ad delivery, enabling brands to optimize their digital strategies in flight.

Authentic Attention is part of DV Performance Solutions, which also features DV Custom Contextual — a privacy-friendly targeting solution that doesn’t rely on third-party cookies and enables advertisers to execute contextual targeting within their campaigns.

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