Google at the Ad Age Digital Conference, introducing the "Brand Activate Initiative," a new effort to re-imagine online measurement for brand marketers and--crucially--to help brands turn measurement into action, immediately.
Ad Age Digital Conference we're introducing the Brand Activate initiative, a new effort to re-imagine online measurement for brand marketers and
"With this initIative we're partnering with the industry and supporting the IAB's Making Measurement Make Sense (3MS) coalition. We believe that the industry's significant investment in brand measurement efforts can substantially grow the online advertising pie, for all," posted Neal Mohan, Vice President of Display Advertising.
Here are the first two Brand Activate solutions rolling out today:
Active View will first be available in coming weeks within Google Display Network Reserve. Mohan says, this tech will be submitted for Media Rating Council (MRC) accreditation, that can count "viewed" impressions (as defined by the IAB's proposed standard, this is a display ad that is at least 50% viewable on the screen for at least one second).
He says, they'll also be making this metric a universal currency, ultimately offering it within DoubleClick for Advertisers, as well as to publisher partners.
"Active View data will be immediately actionable--advertisers will be able to pay only for for viewed impressions. Going forward, we're working on viewed impression standards with the IAB, and our agency and publisher partners," Mohan said.
Active GRP (or gross rating point) has two key features:
- Built-in: "Active GRP is built right into the ad serving tools that publishers and marketers already use every day. Active GRP will enable real-time decision making, allowing advertisers to make adjustments to their campaigns at the speed of the web," Mohan explains.
"We've kicked off a pilot program for DoubleClick for Advertisers clients as a first step, and will roll it out to other products, with brands able to specify a range of audience GRP segments," adds Mohan.
- Robust methodology: "Active GRP is calculated by a statistical model that combines aggregated panel data and anonymous user data (either inferred or user-provided), and will work in conjunction with Active View to measure viewed impressions," said Mohan.
"This approach overcomes problems of potential panel skewing and reliance on a single data source. This approach also has the advantage of never using personally identifiable information, not sharing user data with third parties, and enabling users, through Google's Ads Preferences Manager, to opt-out," Mohan adds.
Watch the video below describing Brand Activate Initiative: