DSP View-Through Conversions

A view-through conversion is a conversion by someone who saw your ad and never clicked it. For display, programmatic, CTV, and audio campaigns that is most of the effect: the ad does its work in the impression, and the conversion arrives later through search, direct, or email. Measure clicks only and those campaigns look like they do nothing.

Ours Privacy measures view-through conversions with a 1x1 impression pixel served alongside your creative. Use this page to understand the methodology and which DSP destinations it applies to.

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How View-Through Attribution Works

1. The impression is recorded. Your DSP serves the creative with the Ours Privacy impression pixel in it. The pixel fires on render and records the impression, along with any campaign parameters or click and auction IDs passed in the pixel URL.
2. The viewer is recognized later. When that person returns to your site and converts, Ours Privacy resolves them to the same visitor using your first-party identity signals, rather than a third-party cookie.
3. The conversion is matched and dispatched. The conversion is tied back to the impression and forwarded to your DSP, so the platform can credit the campaign that earned it.

Two properties of this setup are worth calling out, because they are what make view-through measurement hold up as browsers tighten:

• Served from your own domain. With a custom domain, the impression pixel runs on your subdomain and its cookie is written server-side, first-party. It is not subject to third-party cookie blocking or Safari's ITP cap on JavaScript-written cookies.
• Server-side dispatch. Conversions reach the DSP through Ours Privacy servers, so the ad platform never runs a script in your visitor's browser or sees their IP. This is what makes view-through measurement workable in HIPAA-regulated verticals.

Identity is what decides your view-through match rate. A view-through window is often days or weeks long, so the impression and the conversion are rarely in the same session. Whether they connect depends entirely on identity resolution. Read Visitor Identity and Matching before tuning anything else.

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Click IDs and Auction IDs

DSPs split into two groups, and the difference determines how much you configure.

• Platforms that attribute on their own identity signals. The Trade Desk, for example, matches conversions using the device advertising ID, UID2 token, and hashed identity fields you map. No click ID is needed in the pixel URL. The trade-off is that view-through credit is decided entirely on the platform's side.
• Platforms that attribute on an ID you pass back. Basis uses a click ID (basis_cid); Viant's Conversion API takes a click ID (xid) or an impression ID (imp_id). Pass the ID in the impression pixel URL and Ours Privacy captures it, stores it against the visitor, and includes it when the matched conversion is dispatched. An impression ID is the strongest case for view-through, because it ties the conversion to a specific impression rather than to a click that never happened.

Your DSP account team will tell you which model your account is set up for. The impression pixel page covers how to pass parameters and the exact pixel URL format.

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DSP Destinations Documented for View-Through

These are the destinations where view-through measurement is documented end to end today. Follow the same methodology on each: place the pixel in the creative, then configure the destination.

Viant is the clearest case: its Conversion API takes an impression ID directly, so an impression that never produced a click still has something to attribute against.

Other DSP destinations. The impression pixel is a source, so you can serve it alongside any creative and the impression is recorded either way. But whether a given DSP credits a conversion as view-through depends on that platform's own attribution model and on having a signal it can tie to an impression. Several of our DSP destinations send hashed identity fields with no impression or click ID, which means view-through credit is entirely the platform's decision and we can't claim it end to end. If view-through is the point of your campaign, confirm the model with your DSP account team before relying on it, or contact support@oursprivacy.com and we'll check the specific destination with you.

Note: The view-through window itself, and how each platform reconciles view-through against click-through credit, is always set on the DSP side. Ours Privacy supplies the impression record, the identity resolution that connects it to a conversion, and the server-side dispatch.

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Setting It Up

1. Configure a custom domain. Do this first, it determines whether the impression cookie survives.
2. Add the Pixel source and configure the impression event and its properties.
3. Place the pixel in your creative in the DSP, so it fires on impression rather than only on click.
4. Pass campaign parameters and any required click or auction ID in the pixel URL.
5. Configure your DSP destination using its page above, then map your conversion events.
6. Send external_id or email on your site so a viewer who converts on another device still resolves to the same person.

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Next Steps

• Impression Pixel: the pixel URL format, parameters, and configuration.
• Visitor Identity and Matching: the identity resolution that decides your match rate.
• Conversion Attribution: multi-touch credit across every channel, including the touchpoints these impressions created.
• Custom Domains: serve the pixel first-party so its cookie is server-set and durable.

Need help? Contact support@oursprivacy.com.