Google rolled out a major alteration to AdWords this week by introducing CPM request by viewable impressions. This change was first noticed by Kim Clinkunbroomer of Philly Marketing Labs.Rather than charging advertisers on the conventional model of served impressions, this change to CPM bidding means that advertisers will be charged based on ad imitation that can actually be viewed in-screen by users. All campaigns running on the Google Display Network will now have this choice.
Ads are deemed viewable by Google’s Active View reporting. formerly advertisers were charged based on whether or not their ad was “served,” which wouldn’t necessarily indicate it was viewed by the end user.This is huge for advertisers, as comScore recently reported that 31 percent of online ads go unseen by users.
Google’s Active View technology will now also contain metrics reporting for advertisers which will track viewable imitation, viewable click-through rate and Active View average CPM.
Surprisingly, Google has made little talk about of this change them. The move by Google towards having advertisers pay by viewable impressions will finally become standard industry-wide.
In June it was reported by the Interactive Advertising Bureau (IAB) that marketers should be ready to buy digital media based on viewability by the end of this year:
The Media Rating Council (MRC) expects to lift its Viewable idea Advisory by the end of this year, and at that time marketers will eagerly start buying digital media on viewable metrics. Publishers and agencies, we hope you’re ready.
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