Google Ad Viewability Initiative Taking Off
December 24, 2013
An article posted on Business Insider titled Google Will Now Only Charge For Ads That People Can Actually See commented that this adjustment in advertisement policy by Google. The high number of online ads that aren’t being seen (high as in half) are often hidden at the bottom of the page or under other content.
The article spells out the changes:
“Google said its customers will now be able to make real-time display ad purchases that only include impressions that meet the Interactive Advertising Bureau’s viewability standard. The IAB designates a viewable ad as any impression where at least of half of the ad is viewable on the page for one second or more.”
Google’s viewability initiative also included the announcement of the sale of reservable inventory in April. They are the first large-scale ad network to take viewability into consideration, and will most likely be able to charge higher prices for their ad space. However, viewability “has been a controversial topic in online advertising” especially due to the lack of an industry standard for a viewable impression. This has not prevented the sale of ads. Of course it remains to be seen how revenue will be made up elsewhere.
Chelsea Kerwin, December 24, 2013
Sponsored by ArnoldIT.com, developer of Augmentext
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