DoubleClick by GoogleDoubleClick by Google


Published October 2015

By Garett Sloane, Digiday

A digital publisher is using Google’s new technology to ensure ads are 100 percent viewable, attempting to eliminate one of the big obstacles in the way of brands shifting more money online.

The publisher IDG Communications, which is behind sites including PCWorld and MacWorld, can serve the guaranteed impressions using a new capability in Google’s DoubleClick product called vCPMs — the “v” stands for viewable and CPM is the cost per thousand ad impressions.

Google introduced the DoubleClick feature at the end of September, and IDG was among the partners of the limited launch.

“Right now, there are three big topics: viewability, fraud and ad blocking,” said Peter Longo, CEO of U.S. media at IDG Communications. “Publishers are dealing with all of them.”

Google’s viewability guarantee works like this: It forecasts when an impression is absolutely viewable, meaning it’s not sitting at the top of a page when a user has scrolled to the bottom or it’s not playing on one tab when a user is in another. Google’s technology automates the process of delivering full viewability to advertisers that are willing to pay a premium for the guarantee.

Read the full article on Digiday.


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