All CPM campaigns are now viewable CPM campaigns
As we announced in September, we’re furthering our commitment to make viewability the currency of digital advertising by upgrading all CPM campaigns on the GDN to viewable CPM (vCPM) campaigns. We’ve now completed this upgrade, making the Google Display Network (GDN) one of the only media platforms where advertisers don’t pay for an impression unless it’s actually viewable by a user.
Viewable CPM (vCPM) buying was launched in AdWords in 2013 so advertisers could choose to only pay for display and video impressions that meet the MRC defined industry standard for viewability. Fifty percent or more of the ad must appear on screen — for at least 1 second for display ads and 2 seconds for video ads, as measured by Google’s Active View technology. This year, tens of billions of impressions were filtered out before ever being charged to AdWords advertisers because they didn’t meet this standard.
Viewable CPM helps brand advertisers buy efficiently and reach their campaign goals:
New viewable frequency capping will give advertisers better control
Frequency capping helps you control how many times your ads appear to the same person. When unviewable impressions are counted toward a frequency cap, a user may not see your ad as many times as you intended.
Starting in the next few weeks, frequency capping will only count viewable impressions for display and video campaigns in AdWords. This will help advertisers maintain better control over how often their ads are actually viewable to users. To learn more about setting a frequency cap, visit the Help Center.
New reporting metrics give a better picture of campaign performance
To give advertisers a better picture of how their display and video campaigns are performing, we’ve added supplementary metrics built on the viewability standard, such as:
- Total impressions that were viewable
- Percentage of impressions that were viewable
- Percentage of viewable ads that were clicked
We’ve long advocated for the adoption of viewability as a common currency to help marketers and publishers work together transparently, efficiently, and with accountability. This is another important step along that journey.
Posted by Glenn Wilson, Product Manager, AdWords