Google introduces attribution models based on viewable impressions in DV360

Google this month announced the introduction of attribution models based on viewable impressions. Advertisers will be able to fine tune the Floodlight group attribution models to remove view-through conversions attributed to non-viewable impressions.

According to Google, the attribution model settings will include a new setting that lets advertisers indicate if the model should only look at viewable eligible impressions for attribution.

Google says there will also be a setting for the behavior for ineligible impressions.