TikTok Taps DoubleVerify’s Metrics to Deepen Ad Insights
TikTok has expanded its tools for advertisers by integrating DoubleVerify’s Authentic Attention measurement product into its platform, marking a significant step in how brands can evaluate user engagement and ad effectiveness on the short-form video service. This collaboration positions DoubleVerify as the first badged TikTok Marketing Partner to offer attention measurement that directly incorporates impression-level data – going beyond basic click and view counts to give a more nuanced picture of how audiences interact with ads.
DoubleVerify, a digital media verification and analytics company, has long worked with major platforms to provide third-party measurement services. The latest integration gives advertisers a way to assess metrics like viewable time, share of screen, audibility and more to understand whether campaigns are truly capturing user attention. These detailed data points are part of the Authentic Attention product, which analyses over 50 exposure and engagement signals to quantify how effectively ad creative retains viewer focus.
“It’s no secret that TikTok plays an essential role in many brand strategies,” said Mark Zagorski, CEO of DoubleVerify. “By extending our AI analytics and attention measurement capabilities to TikTok, we’re giving advertisers a powerful toolkit to better optimise performance and identify what drives engagement.”
From TikTok’s perspective, the addition builds on its ongoing efforts to enhance transparency and campaign measurement. Lorry Destainville, Global Head of Monetisation Product Partnerships at TikTok, noted that working with DoubleVerify allows advertisers to access more granular performance signals, helping them refine creative choices, placements and investment decisions.
