The term View-Through Rate (VTR) is typically reserved for video ads. Out of all the people whose computers loaded an ad, it is the number of people who saw the full ad through expressed as a percentage. If 100 people loaded a video ad and only 10 of them saw it in full, the VTR would be 10 percent. While VTR is usually used as a metric in video advertising, it is used to gauge standard ads as well, especially when they carry animations. If a user does not close the browser window or skip the ad, the video is considered to be ‘viewed-through’.