View Through vs Incrementality in TV Measurement

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.

Watch our short video below to learn more about our industry-leading incrementality method—which attributes customer actions as a result of TV advertising—and how it compares to view-through attribution.