The consideration market is heating up, resulting in an arms race as platforms construct consideration measurement choices to fulfill rising advertiser demand.
Advert verification platform DoubleVerify (DV) has been driving the development for years. It launched its Consideration Lab in 2022 and named a devoted SVP to go up the initiative final 12 months.
It additionally rolled out attention-based optimization options alongside customized algorithm firm Scibids – a partnership that led DV to amass Scibids final 12 months.
Now it appears like DV could also be exploring one other potential acquisition: Lumen Analysis, some of the high-profile unbiased distributors within the consideration area and a pacesetter in eye-tracking.
Over the previous month, AdExchanger has heard rumors from three separate sources who requested anonymity that DV is trying to purchase Lumen. These sources embody an advert company govt, an individual conversant in DoubleVerify’s enterprise and an govt at an advert tech firm that has obtained inquiries from bankers about potential acquisitions within the consideration area.
DoubleVerify declined to remark.
However Lumen CEO Mike Follett denied the rumors, saying he believes persons are leaping to conclusions about an as-yet unreported partnership between the 2 corporations.
“We do have a partnership with DoubleVerify, as we do with different main gamers within the promoting ecosystem,” Follett informed AdExchanger. “We’re excited to deepen our partnership with DV additional, however don’t have any plans of being acquired presently.”
Follet declined to reveal any additional particulars about Lumen’s partnership with DV.
Nonetheless, the rumors are swirling.
In response to the individual conversant in DV’s enterprise, it will make sense for the corporate to amass Lumen, as DV’s attention-based providing presently lacks eye-tracking, which is a extremely sought-after characteristic of consideration measurement options.
Such an acquisition may even have implications for DV’s chief rival, Integral Advert Science (IAS), the supply stated. IAS introduced a partnership with Lumen final 12 months, and Lumen’s eye-tracking knowledge is a element of IAS’s personal consideration measurement resolution, which was launched in January.
After all, no acquisition is a executed deal till it closes, and even when these rumors are true, a deliberate acquisition may nonetheless fall by. However a possible deal could possibly be within the works.
Watch this area for extra updates as they develop into accessible.
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