DoubleClick Gains Viewable Impression Reporting With Google’s Active View Solution

Google received accreditation from the Media Rating Council (MRC) for its viewable impression measurement solution, Active View, last April. At the time, the company made clear it would be integrating viewabililty into its products for both publishers and advertisers.

Last fall, Active View rolled out to the Google Display Network, allowing advertisers to buy ads based on viewable impressions rather than served impressions. Now, it’s bringing Active View measurement to DoubleClick to give agencies, publishers and advertisers the ability “to evaluate and compare the viewability of impressions across the web”.

DoubleClick clients now have access to Active View viewability reporting in:

• DoubleClick for Publishers, for publishers using Google Publisher Tags
• DoubleClick Ad Exchange, in the new Query Tool
• DoubleClick Digital Marketing
  • DoubleClick Campaign Manager, including reach and frequency
  • DoubleClick Bid Manager

The ability to transact on viewable impressions is not yet available on DoubleClick, however.  “For this, we need to develop technology that allows advertisers and publishers to not only measure, but also transact viewable impressions,” said the company in the announcement, adding, “as more brands, agencies and publishers adopt the viewable standard, we can create a more transparent and actionable display ecosystem for brand advertisers.”

The push to move to viewable impression as a currency for buying digital display and video advertising arose from reports that found a large percentage of ads are never seen by users — either they are served below the fold or via more fraudulent tactics such as behind content or even in a single pixel.

The MRC lifted its advisory on using viewable impression as a currency for buying digital display advertising in March of this year. The industry group greenlit using viewable impression for video ads in June.