DoubleVerify, a software platform for digital media measurement, data and analytics, and Attain, a commerce data platform that powers sales transaction measurement and purchase-based data activation for brands, introduced an industry-leading innovation that enables brands to directly connect attention data to real-time sales, at scale. The joint innovation will empower global advertisers to optimize for attention in order to improve campaign performance and drive measurable business outcomes.

“In a digital landscape where attention correlates to campaign performance, connecting DV’s impression-level attention data with Attain’s real-time sales insights marks a significant innovation,” said Daniel Slotwiner, Senior Vice President of Attention at DoubleVerify. “Advertisers are not just looking for views; they are seeking tangible business outcomes. This partnership provides them with actionable insights to optimize campaigns in real-time, driving enhanced engagement and, ultimately, sales.”

DV Authentic Attention® is a privacy-friendly measurement solution – independent of third-party cookies – that provides advertisers with actionable MRC-accredited metrics. It analyzes more than 50 data points at the impression level, assessing the exposure of a digital ad and consumer engagement with a digital ad and device, in real time. For exposure, DV measures an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of the screen, video presentation, audibility, and more. For engagement, DV examines key user-initiated events that occur during ad exposure, such as user touches, screen orientation, video playback, and audio control interactions. These measures of exposure and engagement contribute to the DV Attention Index – an overarching gauge of attention offering critical insights into campaign performance.

Attain’s platform analyzes over half a billion dollars of purchase data in real-time, daily. Its first-party, permission-based panel of over 6 million engaged users offers deep insights into how, what, when, and where consumers currently spend, and are expected to spend, their money – down to the product level.

“We are at the cusp of a new era in digital advertising analytics,” said Brian Mandelbaum, CEO of Attain. “The fusion of DV’s attention metrics and Attain’s real-time purchase data delivers unparalleled insights. Advertisers can now close the loop, connecting campaigns to real-time purchases and sales, ensuring not just reach and engagement, but measurable business impact.”

The partnership between DV and Attain promises to bridge the gap between ad attention and consumer purchasing behavior. Advertisers working with both companies will now have the unique advantage of connecting attention metrics with sales outcomes, enabling a more comprehensive understanding of the consumer’s path from ad exposure and engagement to purchase.

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Segment users will be able to sync hashed, cookie-less data with their real-time customer profiles to drive greater reach and relevance for their campaigns.

“Data collaboration is paramount to ensuring brands are extracting value from their first-party data investment and delivering better advertising experiences to customers,” said Giovanni Gardelli, Vice President of Ads Data Products at Yahoo, in a statement. “This integration will deliver what means most to advertisers: greater relevance, reach, and measurement. Fueled by first-party data, Yahoo ConnectID offers a differentiated and future-proofed approach to addressing a world with fewer identifiers.”

“First-party data continues to be one of the most powerful tools for brands looking to build effective marketing campaigns that make their audiences feel seen and understood,” said Katrina Wong, Vice President of Marketing at Twilio Segment, in a statement. “This integration will make it easy for marketers to leverage a real-time view of customers built from direct, reliable, first-party data to deliver the most relevant campaigns and ultimately maximize their advertising return on investment.”

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Rebrandly, a provider of link management solutions, has partnered with MessageBird, a communications automation platform provider, to launch the Rebrandly Connector for MessageBird, allowing users to improve marketing campaigns with branded and trackable shortened links.

The integration between Rebrandly and MessageBird works across SMS, email, and WhatsApp channels.

Through the Rebrandly Connector for MessageBird, companies can do the following:

• Leverage mobile deep links to send customers directly to product pages and complete purchases.
• Create unique QR codes or referral links at scale for delivery through SMS, email, and WhatsApp.
• Manage branded links via one tool without leaving the MessageBird interface, edit destination URLs and apply traffic routing features.
• Benefit from advanced and actionable insights with click data from Rebrandly directly streamed into MessageBird’s analytics dashboard in real-time.
• Improve brand trust, customer acquisition, and retention with safe, secure (SOC 2 Type II) and recognizable branded short links at every step of the customer journey and track link engagement for funnel improvement.

“MessageBird helps businesses automate their communication workflows and engage customers individually and in real-time,” said Asha Thurthi, chief product officer of MessageBird, in a statement. 

“Our partnership and integration with Rebrandly augment our powerful tools so companies can add branded short links to their communications, improving campaign results and deepening brand trust among recipients. Many companies already use our solutions together, seeing measurable results and delivering more effective communications. This partnership will allow MessageBird and Rebrandly to reach more customers and accelerate the value we bring to the market.”

“Rebrandly offers the most complete and advanced link management solutions in the market and is an essential piece of the global martech stack. Our AI-enabled link management technology and commitment to digital innovation empower customers to connect more effectively and securely with the content they care about, driving value, brand trust, and performance at scale,” said Carla Bourque, CEO of Rebrandly, in a statement. 

“Our partnership with MessageBird is the latest manifestation of Rebrandly’s mission to make every link matter with high-impact, measurable, and engaging omnichannel communications. We’re proud to partner with MessageBird to help even more businesses benefit from Rebrandly’s powerful link management technology.”

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Bazaarvoice, a provider of user-generated content solutions, has acquired the affable.ai platform from Affable Technologies. Financial terms of the deal were not disclosed.

With the affable.ai platform, Bazaarvoice adds creator discovery and management technology to its creator-managed services

The acquisition of the affable.ai platform also lets Bazaarvoice customers harness social commerce by activating content across their communities of everyday customers, creators, and brand ambassadors.

“We are thrilled to acquire affable.ai, a leading technology platform specializing in AI-driven influencer marketing solutions,” said Keith Nealon, CEO of Bazaarvoice, in a statement. “The creator economy will double in size to $480 billion by 2027, and there is no better time for Bazaarvoice to expand our product portfolio to address our customers’ evolving full-funnel content marketing and commerce needs.”

“Our vision is to seamlessly integrate affable.ai with both our Social Commerce and Content Activation Solutions, allowing clients the unique ability to create, curate, and manage content from a single interface and connect the silos between their social and e-commerce strategies. When combined with Bazaarvoice’s unparalleled retail distribution networks, clients have the ability to amplify their creator content to more destinations where customers shop and to measure the ROI of content in terms of brand awareness and sales, with true full-funnel data for their campaigns, unlike any other solutions available today,” added Colby Smith, executive vice president and general manager of content activation solutions at Bazaarvoice, in a statement.

“We built affable.ai with the belief that the future of commerce will be social-led and that creators and influencers will help brands scale their reach through authentic, trusted voices. We are excited to realize this vision faster with Bazaarvoice’s leadership and expertise in social commerce,” said Nisarg Shah, co-founder, CEO of Affable Technologies, in a statement.

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