Google announced its new Brand Activate initiative for advertising at the Ad Age Digital Conference on Wednesday.
As part of the initiative, two new services rolled out for advertisers this week: Active View and Active GRP.
Active View will measure how long an ad remains on a user’s screen and how much of it is viewed. “If at least 50 percent of it is viewable for at least one second it’s counted as an viewed impression,” explains Engadget. “Active View is something that Google hopes will become a standard for all online advertising.”
In a related report, Yahoo! News describes Active GRP as “the online equivalent of the Gross Rating Point, a metric used by the television industry to estimate how many people saw a given ad. Active GRP is a digital version that will calculate the reach and frequency of a campaign, but — unlike standard GRPs — lets advertisers react in real time. (Hence the ‘active.’)”
The post includes a 2-minute video from Google outlining the initiative.
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