TikTok adds impression-level attention measurement through new DoubleVerify integration

TikTok advertisers will gain deeper visibility into how audiences engage with their ads, following a new integration with DoubleVerify that introduces impression-level attention metrics to the short-form video platform. The partnership makes DoubleVerify the first badged TikTok Marketing Partner to offer attention measurement powered by direct platform signals.

DoubleVerify’s expansion brings its DV Authentic Attention product to TikTok, enabling brands to analyze more than 50 exposure and engagement data points for each ad impression. These include factors such as viewable time, share of screen, audibility, and other indicators that help quantify an ad’s presentation and the strength of user interaction.

TikTok’s measurement team says the new capabilities reflect ongoing efforts to give advertisers clearer performance insights. Direct, impression-level signals let marketers evaluate how exposure and engagement combine to influence outcomes across campaigns, formats, and creatives.

For advertisers, the integration introduces several new layers of analysis. DV’s Attention Index and Exposure Index can be used to identify when creative performance begins to decline, while the Engagement Index highlights interaction behaviors correlated with stronger results. The metrics are designed to guide decisions around creative optimization, audience targeting, and spend allocation.

The offering also supports benchmarking across verticals, regions, and campaign types, helping advertisers compare attention patterns across different executions on TikTok.

DoubleVerify says the move aligns with broader industry demand for cross-channel attention measurement, particularly as consumer discovery and purchase journeys grow more fragmented. With TikTok now a major driver of social engagement and product discovery, advertisers face increasing pressure to quantify the impact of upper-funnel exposure even when it doesn’t lead directly to clicks.

The rollout follows DoubleVerify’s recent launch of Authentic Attention measurement on Snapchat, expanding the company’s coverage across major social platforms and reinforcing its push to provide a unified view of media effectiveness.