Optimization Events
ThruPlay Optimization
By the AdFlint research team · Last reviewed July 2026
Buys video views that run to completion, or to at least fifteen seconds on longer cuts, instead of counting brief glances.
Meta charges on impressions but delivers toward users predicted to watch through, which filters out feed scrollers. It fits awareness, brand storytelling, and creative testing where watch depth is the signal you care about. The misread is treating ThruPlays as intent. A completed view costs little and predicts almost nothing about purchase, so never judge a conversion campaign by video metrics alone.
ThruPlay Optimization compared with
The settings this gets confused with, and how to tell them apart.
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