Google to introduce policy of charging advertisers only for ads that users have seen
Google is introducing a new policy for advertisers which will allow them to pay only for ads that have been seen.
Bidding: Advertisers now have option to pay only for viewed ads
In a blog post on Thursday, Google said that the policy would match the IAB/3MS standard, which means that advertisers will be charged only if 50 per cent of their ad is visible on the page for one second or longer.
Currently, ads may be missed if they are outside of immediate view on the page. For example, if ads are placed near the bottom of a page, advertisers cannot be sure that readers have scrolled far enough down the page to see the ad.
The statement said: “As we’ve said before, 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’.”
Google said the service will be available across more than two million sites in the Google Display Network.