Google Introduces Change To AdWords: Pay By Viewable Impression CPM Bidding
Google
rolled out a major change to AdWords this week by introducing CPM bidding by
viewable impressions. This change was first noticed by Kim Clinkunbroomer of Philly
Marketing Labs.
Rather
than charging advertisers on the traditional model of served impressions, this
change to CPM bidding means that advertisers will be charged based on ad
impressions that can actually be viewed in-screen by users. All campaigns
running on the Google Display Network will now have this option.
Ads
are deemed viewable by Google’s Active View reporting. Previously advertisers
were charged based on whether or not their ad was “served,” which wouldn’t
necessarily indicate it was viewed by the end user.
This
is huge for advertisers, as comScore recently reported that 31 percent of online ads go unseen
by users.
Google’s
Active View technology will now also include metrics reporting for advertisers
which will track viewable impressions, viewable click-through rate and
Active View average CPM.
Surprisingly,
Google has made little mention of this change themselves. The move by Google
towards having advertisers pay by viewable impressions will eventually become
standard industry-wide.
In
June it was reported by the Interactive Advertising Bureau
(IAB) that marketers should be prepared to buy digital media based on
viewability by the end of this year:
The
Media Rating Council (MRC) expects to lift its Viewable Impression Advisory by
the end of this year, and at that time marketers will eagerly start buying
digital media on viewable metrics. Publishers and agencies, we hope you’re
ready.
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