Tatari Attribution Models

Tatari reports make use of two attribution models: incremental and view-through. Many marketers, and TV measurement companies in particular, use view-through metrics to measure advertising response. At Tatari, we give you the option to choose this metric to make apples-to-apples comparisons (especially through a multi-touch attribution vendor), but we believe incremental measurement is the most precise metric for understanding the impact of ad performance (covered in adexchanger) from streaming TV. You may find that view-through results look better, but our incrementality method separates net new visitors from users who have already visited, purchased, or downloaded without having seen the TV ad.

Incremental attribution

Incremental attribution is Tatari’s attribution model specifically designed to measure an ad's impact. It is a probabilistic model that looks at aggregate user behavior and as such cannot be used to attribute specific user events. 

Learn more about how we measure incrementality on linear and streaming TV. 

View-through attribution

View-through attribution is predominantly IP-based attribution and is based on how most web advertising measures attribution (Facebook ads, Google Adwords, etc). 

In order for a conversion event to be counted under the view-through model, it must occur on the same IPv4 address as the initial install or pageview.

Learn more about the difference between view-through and incrementality.