Viewable View Through Conversion (vVTC) are introduced in this publication. vVTC is a way to attribute view-through conversion events back to the impressions that deserve credit for them. vVTC may measure viewability for each impression and attribute conversions to impressions based in part on the measured viewability of each impression. In some implementations, vVTC considers only viewable impressions for attribution.
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Kok, Chun; Wood, Eric; Swennen, Kimberly; Azmoodeh, Farnaz; Wilson, Glenn; and Mosley, Keegan, "CONVERSION ATTRIBUTION BASED ON VIEWABLE IMPRESSIONS", Technical Disclosure Commons, (June 03, 2016)