Google: We’re guaranteeing viewability

Google is tackling one of the biggest issues in online advertising.

Display advertisers on the search site will be getting 100 percent peace of mind.

The internet giant is making an effort to be more accountable, saying it will soon make ads on its Google Display Network 100 percent viewable.

Put another way, GDN will become one of the only online platforms where advertisers don’t pay for an impression unless it was viewed in its entirety. There’s no hard date set for when the move will be made, but Google says that within the next few months all advertisers that buy on a CPM basis will only pay when their ads appear in a viewable position.

Viewability has been a major concern in the realm of online advertising, and Google says that more than half of display ads-56 percent-never have a chance to be viewed because they’re “below the fold,” meaning people don’t scroll down the page to see the entire ad.

Google has also added features to its dynamic remarketing feature, which targets people that have previously visited the advertiser’s website or mobile app.

Dynamic remarketing ads are now automatically re-shaped and/or re-sized to fit any type of device, and optimized for use on a mobile or desktop site, or within an app.

In one example, Google says that if an advertiser’s logo is mainly blue and yellow, its AdWords program may use those colors to shade the border and background of the ad.

For more on Google’s latest advertising features, visit its blog.

Tags: 100 percent viewability, google, online ads, online advertising, viewability, viewable ads