Google has introduced for the Google Display network the ability to buy based on viewability in real time across its two million sites. Viewability was previously available for reservations buys on the network, but is now available in the auction on a CPM basis across devices.
This means advertisers can elect to only pay for impressions where their a has a chance to be seen. The option is based on Article View, Google's Viewability measurement solution.
"Through an algorithmic review of publisher sites, our systems will show ads only in ad slots most likely to be viewable, and you only pay for the ones measured as viewable according to the IAB/3MS standard: 50% of the ad visible on the page for one second or longer," explains product manager James Beser. "You will also see a report of how many viewable impressions you received for any given campaign, which can help make future campaigns even more effective."
"As we’ve said before, making viewability a basis for buying, selling and measuring media can help transform the digital marketplace," says Beser. "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 says it will work with partners on this over the coming months.