Tatari View-Through Attribution

May 26, 2022

View-through attribution was originally built for digital advertising. Being in the TV space, we believe TV should be measured with tools built for the channel. Rather than rely on metrics that were built for digital, Tatari developed a view-through attribution metric designed, and optimized, solely for TV using TV-specific device graph data and proprietary methodologies. Read on to learn more about how your brand could benefit from using Tatari view-through.

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 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.

Client Case Study

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 responses, indicating potential misattribution.

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 responses.

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.

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.). Incremental, Tatari view-through, and digital view-through are available in the Tatari platform.

Please reach out to Tatari to discuss which metrics are best for your brand.

Josh Demeo

I lead attribution improvements and am an avid climber, gamer, and fosterer of pups.

Related

There Will Be No Kingmaking in the New World of TV Measurement

After decades of a “business as usual” approach to TV measurement, the industry has at last broken free of outdated paradigms and Nielsen’s quasi-monopoly on TV measurement.

Tatari Reveals the Secrets to Make UID 2.0 Work for Advertisers

This is the industry’s first UID 2.0 campaign for CTV and there’s a lot to break down and understand from this effort. Read more for a deeper dive into our process.

Video: DragFactor Helps Advertisers Measure Response from TV Ads

We know that marketers need to see their campaign’s performance results that measure both the immediate and delayed response. Watch our short video to learn more about DragFactor enabling next-day measurement.