Google rolls out viewability-based ad trading across display ad network

Google has opened up viewability-based ad trading across its display network, letting advertisers pay only for impressions that are likely to be seen.

The internet giant had already made viewability available for reservation buys, but this marks the first time it has extended it to its auction on a cost per mille (CPM) basis globally, across all devices.

Advertisers can now for the first time choose to pay only for the impressions where their ads have a chance of being seen across the two million sites within Google’s ad network.

The new buying option is based on its viewability measurement system Active View, which adheres to the IAB / 3MS established standards which cite that a minimum 50 per cent of the ad must be visible on the screen for at least one second.

Google will also provide a report of how many viewable impressions advertisers receive for any given campaign.

In a blog post Google’s group product manager James Beser said the move is the latest step in a string of investments it has made in the last year to incorporate viewability into its products.

“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.’ We’ll continue to work with our partners in the months to come to make this a reality," he said.

Advertisers can find out more about how to select this option at the Google Help Center.