View-Through Attribution

View-through attribution (VTA) claims credit when a user saw a display or video ad and converted later without clicking. Windows are short — 24 hours to 7 days — because the causal claim is weak.

Handle with skepticism

VTA has legitimate use in measuring brand display, and systematic abuse potential everywhere else: networks stacking cheap unviewable impressions can “view-through” their way into commissions on organic conversions. Most iGaming programs exclude VTA from payable events entirely and confine it to internal media analysis. If a partner insists on payable VTA, insist on viewability data and MRC-standard measurement in return.