Buying viewable impressions brings an additional layer of accountability and efficiency to your brand campaign on the Google Display Network. When you enable viewable impressions on CPM, you can target and buy impressions that are viewable on both auction and reserve*. Buying viewable-only impressions helps you reach your brand goals by allowing you to run a smarter, more efficient brand campaign.
What is it?
This is a unique opportunity for advertisers to buy only inventory that is viewable. It also allows you to buy only those impressions - guaranteeing you don't pay for unviewed impressions. This has been available on Google Display Network reserve inventory, and most recently we introduced this to the auction on a CPM basis.
With our viewability solution you pay only for impressions that are measured as viewable, which is in adherence with the IAB's Making Measurement Make Sense (3MS) proposed definition of "at least 50% on screen for more than one second". With publishers and advertisers investing in engaging content, we believe that your ad shouldn't be lost in poorly visible ad positions. That's why our innovative technology lets you know when a served impression becomes a viewable impression - and also allows you to buy just those impressions.
Our viewability measurement solution Active View has been accredited by the Media Rating Council (MRC). Google has been working with advertisers and publishers, as well as the IAB's 'Making Measurement Make Sense' initiative to ensure that we're putting forward the best product for the growing viewability industry.
Why you'd use it
This is an actionable solution for display advertising by allowing advertisers to buy only the ads that are measured as viewable according to the industry standard. Buying viewable impressions lets advertisers focus on creating a consumer experience that captivates the user, knowing they're only paying for advertising that is can be viewed.
Buying viewable impressions on auction and reserve is available on the Google Display Network.
*Reserve viewability buys are for managed accounts only