This week, Google announced it would make a big change to ensure advertisers are only charged for display ads that are viewed.
During a keynote discussion at SMX East in New York, Brad Bender, vice president of product management of the Google Display Network said: “I’m pleased to announce that GDN is moving to 100% viewable. We’re going to migrate all of the CPMs in the system to viewable CPMs. All advertisers will be able to see viewable metrics so they can make better decisions.”
Bender told the audience the change will be rolled out to GDN users in the upcoming weeks. The change is likely to be received warmly by advertisers as there has been some concern over statistics (provided by Google) claiming 56 percent of online display ads never have the chance to be seen.
These ads are often not seen due to being low on the page or on a non-activated tab.
According to Marketing Land, Bender said Google has been working on the viewability issue and did not charge advertisers last year for over 70 billion impressions that went unseen.
For more on the change, read Google’s announcement on the Inside Adwords blog.