Even the jingliest, jolliest ad of the season can’t work its magic
unless it gets seen. That has been the driving force behind a number of
investments we’ve been making over the past year
to make viewability (or whether an ad is actually visible on a page) a
core part of our products. Offering improved insights, transparency and
actionability, viewability is key for brand advertisers to get the most
out of the web.
Today, Google taking an important step towards this goal by making it possible to buy based on viewability — in real time — across the more than two million sites in the Google Display Network. Viewability was already available for reservations buys on the Google Display Network, now this solution is available in the auction on a CPM basis globally as well, across desktop, mobile and tablet. In other words, you can now choose to pay for ONLY those impressions where your ad has a chance to be seen.
This new buying option is based on Active View, our MRC-accredited viewability measurement solution. Through an algorithmic review of publisher sites, our systems will show ads only in ad slots most likely to be viewable, and you only pay for the ones measured as viewable according to the IAB/3MS standard: 50% of the ad visible on the page for one second or longer. You will also see a report of how many viewable impressions you received for any given campaign, which can help make future campaigns even more effective.
As Google said,
making viewability a basis for buying, selling and measuring media can
help transform the digital marketplace. With access to more meaningful
metrics, brand advertisers can unleash their most creative campaigns,
knowing they’ll have a chance to shine. And publishers will be able to
more fairly value all of their inventory, not just those spots
considered “above-the-fold.”
Today, Google taking an important step towards this goal by making it possible to buy based on viewability — in real time — across the more than two million sites in the Google Display Network. Viewability was already available for reservations buys on the Google Display Network, now this solution is available in the auction on a CPM basis globally as well, across desktop, mobile and tablet. In other words, you can now choose to pay for ONLY those impressions where your ad has a chance to be seen.
This new buying option is based on Active View, our MRC-accredited viewability measurement solution. Through an algorithmic review of publisher sites, our systems will show ads only in ad slots most likely to be viewable, and you only pay for the ones measured as viewable according to the IAB/3MS standard: 50% of the ad visible on the page for one second or longer. You will also see a report of how many viewable impressions you received for any given campaign, which can help make future campaigns even more effective.
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