DoubleClick clients globally now have access to Active View viewability reporting by default 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
From measurement to currency, the future of Viewability
Moving from served impressions to viewable impressions as the standard unit of measurement in the advertising ecosystem will be a huge shift but, leaders in the industry see opportunity ahead.
“The shift toward viewability will bring more brand spend to digital, ultimately benefiting premium publishers,” says David Payne, Chief Digital Officer at Gannett. “Viewability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”
"At VivaKi, we’re passionate about viewability because an ad served that is not viewable is an inefficient use of our clients’ resources,” says VP Audience Media Strategy Phil Shih. “In the future, viewable premium inventory will demand a higher CPM than unviewed impressions; but it’s worth it for the sake of growing your brand.”
Sign up to receive industry updates from DoubleClick in your inbox. Click here to opt-in to the DoubleClick Digital Marketing Newsletter today.