FAQs: Tatari View-Through Attribution

How do I know which view-through attribution (Tatari or digital) is right for me?

Tatari view-through (VT) is the recommended method, as it’s built on TV-specific device graph data and methodologies. While it’s conservative in nature, it’s more accurate than industry-applied digital view-through. 

Does the mobile ISP issue have a larger impact on linear, streaming, or programmatic?

The issue has a larger impact on streaming and programmatic since viewers are able to view content on the go (i.e. on their mobile devices).

How does the methodology handle a campaign that has a very large percentage of mobile ISP impressions?

All campaigns are handled in the same manner regardless of what percentage of impressions are served over a mobile ISP. However, this is rarely the case as most campaigns are served 20% or fewer impressions via mobile ISPs.

What factors would cause my Tatari VT data to be significantly different from digital VT? Or vice-versa, what would cause them to look similar?

Significant differences tend to be dictated by two factors:

(1) The publisher's distribution of impressions served to mobile ISPs.

(2) The responsiveness of home-based attributions (VT per impression). Typically, Tatari VT CPx will be higher than digital VT CPx.

Tatari VT could be lower than digital VT in instances where there is much higher responsiveness from home-based impressions relative to mobile-based impressions. If digital VT is similar to Tatari VT, this is usually due to the publisher serving nearly all impressions via home-based ISPs.

How would a viewer’s IP address change from mobile to wifi?

When a user turns off wifi, they usually automatically connect to a mobile IP address.

How do IPv4 and IPv6 factor into this?

We only attribute against IPv4 addresses as IPv6 addresses change far more frequently and therefore are difficult to attribute against (learn more).