Google announced on Tuesday that it has completed the upgrading of all CPM campaigns on the Google Display Network to viewable CPM (vCPM) campaigns making the GDN one platform where advertisers don’t pay for impressions unless they’re actually viewable by the user.
The company announced plans to do this in September.
“Viewable CPM (vCPM) buying was launched in AdWords in 2013 so advertisers could choose to only pay for display and video impressions that meet the MRC defined industry standard for viewability,” says AdWords product manager Glenn Wilson. “Fifty percent or more of the ad must appear on screen — for at least 1 second for display ads and 2 seconds for video ads, as measured by Google’s Active View technology. This year, tens of billions of impressions were filtered out before ever being charged to AdWords advertisers because they didn’t meet this standard.”
Google also announced new viewable frequency capping, which it says will give advertisers better control over how many times their ads appear to the same person.
“When unviewable impressions are counted toward a frequency cap, a user may not see your ad as many times as you intended,” says Wilson.
Frequency capping will only count viewable impressions for display and video campaigns in AdWords starting in the coming weeks.
There are also new reporting metrics including total impressions that were viewable, percentage of impressions that were viewable, and percentage of viewable ads that were clicked.
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