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View-Through Attribution: Is It A Better Way To Measure Advertising?
View-Through Attribution (we’ll use VTA from here forward) takes the very simple idea that people aren’t always ready to take an action when they see an advert. With Facebook adopting the attribution method in September 2016 last year, we wanted to find out more about what is going on. We spoke to Jake Lee, head of operations for Mobvista’s Ad Center and general manager at our North American office to find out more about VTA, and what it means for advertisers.