What is a view?

The question

Platforms count impressions. Advertisers pay for them. Nobody agreed on the moment an impression became a view.

Collect

Participants used the Twitter timeline as they normally would while an eye tracker recorded exactly where they looked, and for how long, at every post that passed.

Analyze

Gaze data was aligned to each post’s time on screen, then modeled against recall, so the threshold could be read off the data rather than argued about.

Present

The findings gave Twitter and its advertisers a shared, evidence-based definition of a view, and were presented publicly at industry events.