Good news, the Viewthrough Measurement Consortium and the Digital Analytics Association are partnering. We’re pleased to be working with the DAA Standards Committee, who have taken up the viewthrough cause – below is their call for participants.


The viewthrough standardization proposal seeks to establish a foundational definition and inclusion in the DAA glossary.Although this metric is measured by many analytics, research, ad server and ad network platforms, it is little known and understood in comparison to clickthrough. The emerging viewable ad impression while related, is more about ad position and delivery. Viewthrough is about latent ad response and is most easily captured by advertiser-side site analytics like Omniture and CoreMetrics. Even Facebook is offering up their conversion tracking pixel with hopes of leveraging this measure as a means to understand the silent majority of people that do not click on display ads but do respond. 

This project falls under marketing definitions, a new area for the Standards Committee and one with substantial potential as we broaden our standards role. The standards definition project is in the proposal stage and is seeking additional members to set scope and provide input.

Sample Viewthrough Report

If you’d like to participate in the viewthrough project, please contact Domenico Tassone at dtassone (AT) viewthrough DOT org.

For more information about the DAA Standards Committee or to contact the Co-Chairs, reach out to Anna Long and Darrin Wood .