Blog Series: The Status of View-Through Attribution (Part 4)

View-through attribition

Adjust LogoThis is part four of our View-Through Attribution blog mini series. In this blog post, we interviewed mobile measurement company Adjust. If you missed the other parts, here is one, two, and three.

What percentage of the video ad spend that you see, would you say is VTA enabled?

Adjust: A key challenge for any attribution provider is understanding which type of ad is displayed to users, or interacted with. Since it’s difficult currently to discern between the types of ads being run, and whether they’re run at all in some cases, we wouldn’t be able to provide a figure at this time.

What is the typical VTA window? What’s your perspective on it?

Adjust: Though it really depends on the client’s settings and how they work with their partners, a typical window is between 12-24 hours.

While this is the norm, it’s important for advertisers to decide on a window that makes the most sense to them, and not to make do with standard settings.

Ultimately, the longer the window, the less tangible the link between a view and an eventual conversion. It’s also more likely that any conversion is due to random chance, not because of a link between impression and conversion. As such, shorter windows are better for the majority of VTA campaigns.

If there was a means to remove random conversions from the picture then we could have longer windows. But, for now, that’s not the case.

What are some of the benefits that advertisers have seen when enabling VTA?

Adjust: With VTA enabled, clients receive deeper insight into how ads help them to convert, as they’re given a fuller picture over the user journey.

There’s also an innate increase in CVR/waterfall position (based on CVR), which puts advertisers in a better position against competition that doesn’t enable VTA.

What are the main reasons some advertisers are still skeptical?

Adjust: Between networks, there are different standards and models of what constitutes a view. As such, when running campaigns in different places, advertisers often find discrepancies, which leads to some loss of trust in their data.

Beyond asking, “What is a view?” There are other questions, such as “When did we receive one? What if the conversion rate is close to base noise?” These remain unanswered, and that’s why clients don’t yet trust the system.

As an industry, how can we generate more trust in this attribution system?

Adjust: It’s important for everyone to be open about what a view/click/completion is, and set a shared standard that all groups should follow. Without consistency, VTA will find it difficult to really break through.

Beyond that, advertisers need to be the ones setting their own agenda, and the terms on which both they and partners should agree to.

If you’re an advertiser on the receiving end of thousands of clicks suddenly appearing in your data, then you have to chase partners to make sure they’re not sending impressions as clicks. This is just one step in making the system more transparent.

We will have our final blog post in this mini series featuring Pepe Agell, Chartboost’s Chief Strategy Officer, next week. Thanks for tuning in! 👍