With Active View, advertisers will be charged only for impressions that meet the IAB’s proposed viewability standard of at least 50% on screen for one second or longer.
Google says it will be building the viewability standard into products for both advertisers and publishers. Active View reporting will be available on the Google Display Network (GDN) and in DoubleClick for Advertisers and DoubleClick for Publishers this year.
Marketers intuitively believe that
consumers will more likely click on a viewable ad, but Google now has the data
to back up the assertion by comparing ads by the number of seconds they
appeared on screen and found on the Google Display