The interweb this month is filled with shouts about how Google is going to offer advertisers a model for buying ads on the Google Display Network that focuses on ad viewability, the viewable CPM bid strategy. The standard requires 50% or more of the ad to be visible for one second or more.
This is nothing new. Trip Advisor has been offering Delayed Ad Call, where advertisers only pay for an impression when the user scrolls to the area that the ad is being shown, since April 2013. But at the time this was a big industry step from a premium advertiser that advertisers were excited about but kind of waned until Google’s announcement. Google’s vastness however, should light a bigger spark and hopefully more will follow suit.