The eye 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 using 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 seems like DV could also be exploring one other potential acquisition: Lumen Analysis, some of the high-profile impartial 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 acquainted with 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 firms.
“We do have a partnership with DoubleVerify, as we do with different main gamers within the promoting ecosystem,” Follett instructed AdExchanger. “We’re excited to deepen our partnership with DV additional, however haven’t 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 keeping with the individual acquainted with DV’s enterprise, it could make sense for the corporate to amass Lumen, as DV’s attention-based providing presently lacks eye-tracking, which is a extremely sought-after function of consideration measurement options.
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Such an acquisition might even have implications for DV’s chief rival, Integral Advert Science (IAS), the supply mentioned. IAS introduced a partnership with Lumen final 12 months, and Lumen’s eye-tracking knowledge is a part of IAS’s personal consideration measurement answer, which was launched in January.
In fact, no acquisition is a accomplished deal till it closes, and even when these rumors are true, a deliberate acquisition might nonetheless fall by means of. However a possible deal might be within the works.
Watch this area for extra updates as they grow to be obtainable.