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Tatari View-Through Attribution

Watch our video to learn more

What is view-through attribution?

View-through is a measurement methodology where we match the IP address of an impression to the IP address of the response over a specified period.

Using this methodology, your streaming TV campaign receives credit if the responding IP was delivered an impression, regardless of whether the user was influenced by ads on other digital channels. For this reason, view-through is considered a more generous approach to attribution, especially when compared to Tatari’s incremental methodology. Our incremental method only gives credit to those who responded to your streaming TV ad, and not from other marketing sources. 

At Tatari, we offer two view-through attribution methodologies: digital view-through and Tatari view-through.


Digital view-through

Digital view-through is the method that we just shared with you – it’s constructed similar to the digital marketing industry.


Tatari view-through approach 

Tatari view-through attribution adds more intelligence to the methodology. Our Data Science team continuously evaluates ways to improve TV attribution methodologies to provide you with the most accurate measurement possible. We established the Tatari view-through methodology because device graph data (in the CTV context) is inadequate, which can very easily lead to an over-attribution of view-through. 

In a Tatari client case study, we found that a small cohort of 8% of impressions served across mobile IPs actually accounted for an overwhelming 71% of digital view-through response, indicating potential misattribution. 



View-through 1


The issue stems from the internet service provider (or ISP) of the impression. There are two types of ISPs:

  • Home ISP: When your device is connected to wifi. Examples include Comcast, Spectrum, Verizon Fios, etc.
  • Mobile ISP: When your device isn't connected to wifi and instead uses your cellular service. Examples include AT&T Wireless, Verizon Wireless, etc.

In the graphic below, you can see mobile ISPs are actually the root cause of the issue. In this case, 6% of mobile impressions were served on a mobile ISP, however, these impressions accounted for 85% of digital view-through response.


View-through 2


The issue with mobile ISPs comes from the fact that there are oftentimes shared IP addresses for mobile devices on the same cellular network.

The Tatari view-through methodology, while conservative in nature, corrects for mobile ISP impressions leading to a more accurate attribution than industry-applied digital view-through. 

As you can see in this visual, the Tatari view-through methodology results in the 6% of mobile ISP impressions having a much more realistic lift of the total response.


Screen Shot 2022-10-26 at 11.20.05 AM


When to use incremental vs. Tatari view-through 

In general, we recommend using incrementality to measure the true efficacy of your streaming TV campaigns. However, there are use cases where Tatari view-through might make more sense for your campaign, such as when you have a high baseline of traffic or if your product or service has a long consideration period (e.g. healthcare, insurance, car rental, etc.). Please discuss these approaches with your Client Services Manager. Incremental, Tatari view-through and digital view-through are available in the Tatari platform.

Additional resources