Google: Viewable Impressions Will Be The Standard On GDN And DoubleClick

Google announced today that it has received Media Rating Council (MRC) accreditation for Active View, the company’s viewability measurement solution. google-logo

With Active View, advertisers will be charged only for impressions that meet the IAB’s proposed viewability standard of at least 50% on screen for one second or longer.

Google says it will be building the viewability standard into products for both advertisers and publishers. Active View reporting will be available on the Google Display Network (GDN) and in DoubleClick for Advertisers and DoubleClick for Publishers this year.

Google’s accreditation marks a significant milestone for the industry-wide initiative to move to a viewable impression-based standard for display advertising. The current pricing standard is “served impressions,” and advertisers are charged for ad impressions regardless if they are seen by users. A 2012 comScore study found 31percent of display ads are never seen by their intended audiences.

Several companies have adopted the viewability standard already. For example, TripAdvisor announced earlier this month that it would only charge advertisers for in-view impressions. Yet, Google’s enormous coverage in the display advertising market will add immediate scale to the viewability initiative.  According to eMarketer, Google was the market leader in U.S. display ad sales last year with $2.26 billion in net digital display ad revenues in 2012 and $3.11 billion expected in 2013.

Related Topics: Channel: Display Advertising | Display Advertising | Google: Display Advertising


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Grandmaison

    inRead powered by Teads is a superior advertising unit. It guarantees 30 sec video views on top tier affluent premium publishers. The VAST/ VPAID video starts in the heart of the article and only plays when visible on user’s screen. CPCV based (Cost per Completed View), advertisers only pay when their TV commercial is fully viewed. Get ready for the revolution

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!