Question 1

What is view-through attribution for CTV advertising?

Accepted Answer

View-through attribution (VTA) for CTV credits a conversion to a CTV ad impression even without a click. The viewer sees an ad on TV, then later converts on mobile or web. The CTV impression and the conversion are linked by matching device IDs (GAID) or shared household IP. VTA is the primary way CTV campaigns measure conversion impact because TV is not a clickable medium.

Question 2

Does CTV view-through attribution inflate conversion numbers?

Accepted Answer

Yes, CTV VTA is prone to inflation. Household IP matching credits any conversion from any household member — not just the ad viewer. Long VTA windows (30+ days) capture many conversions that would have happened organically. There is no counter-factual baseline — VTA doesn't compare exposed vs unexposed households. Using a holdout group (10% unexposed) is the most reliable way to separate CTV-driven conversions from coincidental ones.

Question 3

What VTA window should I use for India CTV campaigns?

Accepted Answer

Use shorter windows than the DSP default. For app installs and e-commerce, use 1–3 days. For OTT subscriptions, 3–7 days. For consumer durables and automotive, 14–30 days. Longer windows increase coincidental attribution. Always compare 7-day vs 30-day attributed conversions — if the 30-day window doubles conversions without explanation, the longer window is capturing organic demand, not CTV-driven impact.

What is view-through attribution for CTV and is it reliable?

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