Deal links DoubleVerify’s attention metrics with purchase data from 6 million Attain consumers to fill cookie void and show whether attention to digital ads drives sales
From Ad Age:
In an industry first, DoubleVerify is partnering with Attain to link attention metrics for digital advertising to real-time sales outcomes. This collaboration comes as a growing interest in attention metrics meets questions about how much it really matters to revenue.
Other attention-tracking firms, including Adelaide Metrics, have conducted publicly reported studies with marketers and agencies such as Coca-Cola Co., Colgate- Palmolive Co. and GroupM, linking metrics to sales and other outcome measures such as brand favorability. The DV-Attain deal looks to go a step further by linking attention to direct consumer purchase data in real time.
Attain collects real-time purchase data from a permission-based panel of 6 million people powered by a financial services app linked to retail loyalty accounts for receipt capture.
Read the Ad Age exclusive.