Ad Viewability Enhancements Made to Google Display Network
The Google Display Network is going 100 percent viewable and will soon be charging advertisers for viewable ads.
Most display ads according to Google, 56 percent in fact, "never had a chance to be viewed because they were below the fold, scrolled out of view, or in a background tab," said Brad Bender, VP of Product Management at the Google Display Network (GDN).
Google will essentially soon be making the GDN a media platform where advertisers do not pay for ad impression unless it was viewable. What this means is that advertisers will only spend for ads that are actually seen by users; all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).