Google has upped the ante in display ad measurement with products in two categories that appear to be gaining traction with large brand advertisers. The new technologies enable campaign reporting based on “viewable” impressions and GRPs, and are baked into DoubleClick’s ad management suite as part of a new product initiative called Brand Activate.
With Active View, the company joins a growing family of vendors — including C3 Metrics, Realvu, and comScore — that help ad buyers measure only those impressions that are potentially visible to a user. This can mean not only discounting ads that are below the fold, but also those that are rendered incompletely, hidden behind other page elements, or screened by ad blocking software, for example.
Read more at Ad Exchanger