Advertising Viewability at the Google Display Network
Over the past few years the concept of "viewability" has risen in importance for advertisers.
If ads aren't seen, how could they ever be clicked? And if ads aren't seen, why exactly are we paying for those impressions?
The viewability issue has been an important one this year and many companies are taking it quite seriously and releasing solutions which take dead aim on the problem.
Google, for example, just announced that it is making it possible for advertisers to buy based on viewability in the Google Display Network. Advertisers will now be able to choose to pay for only those impressions where their ads has an opportunity to be seen and pay on a CPM basis. This applies to desktop, mobile and tablets. Advertisers will have access to reports on viewable impressions received for any campaign.
The new buying option is based on Google's Active View, its MRC-accredited viewability measurement solution.