Mastering TV advertising with Roman: View-through and incrementality in measurement
There are two ways to measure TV advertising response: view-through attribution and incrementality. See the difference between these two metrics here.
We recently partnered with our client Roman, a digital men’s health clinic, to go deeper into these topics including:
How Roman approaches TV advertising
A behind-the-scenes look into how we measure (and validate) incrementality for both linear and streaming TV with our chief data science officer and co-founder
How Roman uses view-through and incrementality together to optimize their campaigns
Learn in this video when to use view-through vs incrementality, and the pros and cons of each.
Courtney Minson
I work on product marketing and I've never had coffee.
Related
Watch: Why Premium CTV Inventory isn’t in Programmatic
Watch our recap from Marketecture Live featuring leaders from Tatari, NBCUniversal, and WBD discussing why much of premium CTV inventory never enters programmatic and what advertisers and media buyers can do to drive real reach and impact.
Read more
Tatari and Vault Win Two Convergent TV Awards for Innovation in Ad Tech and Privacy
Tatari and its sister company, Vault, have been recognized with two major honors at the 2026 Convergent TV Awards. Tatari was awarded with the Ad Tech Innovation of the Year honor, while Vault’s data clean room solution (DCR), garnered the Identity & Privacy Innovation Award.
Read more
What the OpenPath Fallout Reveals About the State of CTV Media Buying
Agencies like Dentsu and WPP exiting OpenPath expose the cracks in The Trade Desk's programmatic CTV platform and highlight the importance and need for direct sales automation, which represents the next phase of CTV buying and why we launched Upstream.
Read more