Google Won't Charge Advertisers if their Ads are not Viewed
Google has announced some changes to its display ad network. The announcement is that the advertisers won't have to pay for ads if they are not 100 percent viewable.
The latest Google announcement could be considered as a first phase by Google to fight ad blockers that many believe could significantly modify the scenery for online marketing going forward.
With all of the buzz around ad blockers on mobile phones following Apple’s decision to give the applications a mainstream shot with formal support, the future of display marketing has been a hot discussion among marketers and promoters.
Brad Bender the vice president of product management of the Google Display Network announced Google Display Network was moving to 100% viewable. He also added that the company was going to move all of the CPMs in the system to CPMs that are viewable. The object of this step will be that all of the advertisers will be able to see the viewable metrics so that they can make better decisions.
The move will be rolling out in the next few weeks. It should be a good and a welcome news for the advertisers that are worried about paying for the advertisements that are not viewable, as the Google stat has shown that 56 % of the ads do not get a chance to be viewed. Among the factors for their invisibility are that they are low on a page or they have scrolled out of perspective or they are in a tab that isn’t triggered at all.
Brad said that Google has been working on the viewability issue. He also added that last year they didn’t charge advertisers for 70 billion opinions that were not seen.
The announcement was made during a keynote discussion that took place at SMX East in New York
