Adify, which powers 150 vertical ad networks, has added the ability to track post-impression ad performance and ad interaction in the latest version of its platform, expected to be unveiled today.

The new capabilities reflect online advertisers' increased focus on efficiency as the recession shrinks marketing budgets and places a premium on campaign results. The post-impression, or view-through, tracking allows advertisers to gauge performance by connecting an original ad impression to specific user actions taken later on a marketer's site.

Tracking view-through conversions is an attempt to discern the response among users who are not necessarily clicking on an ad--more than 99% of users--but may take some desired action as a result of seeing that ad.