What’s the difference between viewthrough and viewability?

New Post for busy digital marketers!

In case you haven’t noticed, digital marketing performance is more important than ever. With advertiser’s increasing need for accountability and measurement tools evolving to meet that need, there is major and growing interest in associated ad analytics or adverlytics. More specifically, display viewability measurement and attribution are hot topics. Yet, before the explosion in ad viewability technologies and an enthusiastic trade group response to standardize (IAB, MRC), viewthrough remains complicated and mysterious.

Full article cross-posted on Encima Digital Blog and Viewthrough Measurement Consortium site.