Early take on Post-impression Viewthrough: Lilypad White Paper

An oldie but goodie:

White paper about Streams Lilypad analytics tool that I wrote back in 1996. Oddly, the industry has become search obsessed and has barely advanced with respect to post-impression and viewthrough tracking since then. DoubleClick for Agencies (DFA), Atlas and MediaPlex all measure viewthroughs; ComScore routinely provides research about this passive asynchronous behavior.

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