Many online display advertisers were pretty unimpressed when it was revealed last year that up to 56% of display advertisements being charged for on a CPM basis by Google are not actually seen by anyone. There’s a variety of reasons ads don’t get seen, the most obvious being that whilst the ads are served they are positioned low on pages well below the fold and so don’t get seen unless viewers scroll to the bottom of the page.
On Sep 30 Google announced that the Google Display Network (GDN) is soon to move to a system where advertisers are only charged for display ads that are viewed. Google claims GDN will be one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable.
At SMX East in New York, Brad Bender, vice president of product management of the Google Display Network, said Google will migrate all of the CPMs in the system to viewable CPMs in the next few weeks and advertisers will be able to see viewable metrics so they can make better decisions.Bender also said Google has already been working on the viewability issue and last year didn’t charge advertisers for 70 billion impressions that weren’t seen.
Why should you care?
This will be welcome news to advertisers using the GDN & means your media dollars will soon only be spent where they can have impact.
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