LEARNINGS SO FAR
Below are some key learnings gathered from throughout this process:
- Nobody is happy about clickthrough measurement and its inherent biases
- With the DAA and IAB doing their own thing and the emergence of ad viewability as the latest bright shiny object, viewthrough measurement continues to be looked over
- Most everyone wants better viewthrough measurement but are unsure how to push this forward on their own
- Many digital advertising companies across the ad tech stack are already measuring viewthrough but don't necessarily label it viewthrough or they are not breaking it out in their reports today.
- Reasons include that it is confusing to clients/agencies that are still focused on last-click attribution; also, that there is that lack of standard definitions, i.e. mention viewthrough and get ready to teach.
It is apparent that analytics and advertising vendors are seeking a meaningful way to report passive display media response. It should be a concern to everyone that many ad networks do not get credit for viewthrough performance today, itself a by-product of slimy performance networks and cookie-stuffing. While the bigger Viewthrough.org strategy evolves (advocacy, research, standards, best practices), there is a definitely tangible step that is low-cost and be taken today.
NEXT STEP: VIEWTHROUGH SCORECARD
Vendors that are already reporting on passive post-exposure response to display media (beyond clickthroughs) ought to consider letting the industry know.Whether it is raw viewthrough visits, a viewthrough rate or viewthrough conversions, now is the time and this is the place.
Below is the current list of vendors known to the Viewthrough Measurement Consortium that provide analytics/reports that specifically containing viewthrough performance:
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