Google’s DoubleClick
announced updates for brands and publishers bidding and reporting on viewable impressions using the company’s viewability solution, Active View.
For advertisers, Active View bid optimization in DoubleClick Bid Manager is now available globally. Based on a number of signals, such as the URL, time of day and page category, the feature predicts the likelihood an impression (video or display) will be viewable. It then dynamically adjusts the bid on that impression based on the probability that the impression will deliver on the advertiser’s viewable CPM target.
This is a change from programmatic buying systems that bid the same amount for any impression that’s expected to meet or exceed the advertiser’s target viewable percentage (how likely an impression is to be viewable) and don’t bid at all when the viewable probability falls below the percentage threshold — even though the impression may, in fact, be viewable.
For publishers, Active View reporting is now available for mobile apps in DoubleClick for Publishers and DoubleClick Ad Exchange. Publishers can now report on viewability across their app and web content. With users spending more time in apps, “this new measurement solution completes the picture for publishers helping them see how viewability plays out across all of their properties,” says Google.
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