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Tony Zito
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Viewthroughs
A viewthrough, also called a post-impression conversion, is when someone is served an ad and takes no immediate action but later returns to the advertiser’s site and converts. Like impressions, viewthroughs leave little accountability to prove the ad was actually viewed rather than just served, creating many of the same misalignments associated with impressions. Recent RealVu data shows that up to 90 percent of ad exchange inventory isn't viewable, making it difficult to defend claiming credit for every purchaser to whom an ad was served.
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Tony Zito
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