TikTok Partners With DoubleVerify to Enhance Ad Performance Measurement

TikTok advertisers will now access deeper insights into their campaign performance through a new partnership with DoubleVerify, which will provide impression-level data to measure audience attention on the platform. Announced December 10, 2025, this collaboration marks the first badged TikTok Marketing Partner offering specifically for attention measurement.

DoubleVerify's Authentic Attention tool will help brands understand the true impact of their TikTok promotions beyond traditional metrics, addressing the increasingly complex consumer journey from ad exposure to purchase. This development represents a significant advancement for businesses implementing comprehensive TikTok marketing strategies who need more sophisticated performance data.

How the new measurement system works

The DoubleVerify Authentic Attention measurement analyzes over 50 exposure and engagement data points to evaluate ad effectiveness. Rather than relying solely on basic metrics like clicks, the system provides a comprehensive view of how users interact with promotional content.

"DV's Authentic Attention evaluates an ad's entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video presentation, audibility and more," according to DoubleVerify's announcement.

This granular approach allows advertisers to measure subtle interactions that previously went untracked. The system examines:

• How ads are displayed on the platform
• Duration of viewable time
• Screen space occupation percentage
• Video presentation quality
• Audio engagement factors

Through direct integration with TikTok, the measurement tool delivers impression-level insights that reveal how exposure and audience engagement combine to impact attention across different ad formats, creative approaches, and campaign objectives. According to eMarketer research, this type of advanced attention measurement has become increasingly vital as social platform advertising grows more competitive.

Why this matters for marketers

As consumer purchasing journeys grow increasingly fragmented across platforms, understanding the true value of advertising on specific channels has become more challenging. The path from discovery to purchase often spans multiple touchpoints – from seeing a product on TikTok, to researching via chatbots or Google, before finally making a purchase on a website.

This fragmentation creates attribution challenges for marketers trying to determine which advertising investments deliver the best returns. The new measurement capabilities aim to address this issue by providing more nuanced data about how TikTok ads contribute to the customer journey.

For brands investing in TikTok's growing advertising ecosystem, these enhanced insights can help:

• Optimize ad creative based on attention metrics rather than just clicks
• Adjust campaign strategies using more comprehensive performance data
• Better understand the relationship between attention and conversion
• Justify TikTok ad spend with more sophisticated measurement

TikTok's position as a key driver of social media engagement and broader cultural trends makes it an increasingly important advertising channel. This partnership with DoubleVerify provides the analytical tools marketers need to quantify that importance.

Enhanced attribution modeling

One significant advantage of this new measurement approach is the ability to develop more accurate attribution models. By understanding precisely how users engage with ad content—beyond simple impressions and clicks—marketers can create AI-enhanced customer experience journeys that account for varying levels of attention and engagement throughout the purchasing process.

Practical applications for advertisers

The expanded measurement capabilities offer several practical benefits for TikTok advertisers looking to maximize their return on investment:

Marketers can use the attention data to compare performance across different ad formats and determine which creative approaches generate the strongest audience engagement. This information can inform future content development and help brands create more effective campaigns.

Campaign managers can leverage the insights to allocate budgets more efficiently by identifying which ad sets deliver the highest quality attention, even if they don't generate the most direct conversions. This approach acknowledges the value of upper-funnel brand awareness activities.

Digital strategists can develop more sophisticated attribution models that account for TikTok's role in the consumer journey, even when purchases happen elsewhere. The impression-level data helps connect exposure to eventual outcomes in ways that traditional metrics cannot.

"Through its strong partnership with TikTok, DV now delivers granular, impression-level insights that uncover how ad exposure and audience engagement combine to influence attention and performance across ad sets, formats, creatives and objectives," the announcement states.

Cross-platform performance comparison

The new measurement capabilities also enable advertisers to make meaningful comparisons between TikTok and other digital advertising channels. By applying consistent attention metrics across platforms, marketers can determine where their content generates the most meaningful engagement and optimize their channel mix accordingly.

How to leverage the new insights

To make the most of these new measurement capabilities, advertisers should consider the following approaches:

1. Establish baseline attention metrics for your current TikTok campaigns before making significant changes
2. Test different creative approaches and measure their impact on attention metrics
3. Compare attention data with conversion metrics to identify correlations and optimize accordingly

Much like how Netflix transformed content consumption metrics beyond simple viewership numbers to include engagement time and completion rates, this partnership represents a more sophisticated approach to understanding digital advertising effectiveness on social platforms.

The measurement expansion comes at a time when marketers face increasing pressure to demonstrate return on investment for social media spending. By providing more concrete data about audience attention, the DoubleVerify partnership gives TikTok advertisers the tools to make more informed decisions about their campaigns.

Implementation strategy for businesses

For organizations looking to implement these new measurement capabilities, a phased approach is recommended. Businesses utilizing TikTok for marketing purposes should begin by establishing benchmark metrics using current campaigns, then gradually implement testing protocols to understand how different creative elements impact attention scores.

Expert implementation tip: Create controlled A/B tests with limited variables to isolate which specific creative elements—such as text overlay style, video pacing, or sound design—have the most significant impact on attention metrics. This methodical approach will yield more actionable insights than broad campaign comparisons.

For businesses already advertising on TikTok or considering the platform for future campaigns, these enhanced measurement capabilities offer an opportunity to gain deeper insights into campaign performance and make more strategic decisions about creative content and media investments.