Attempting to move the industry behind click-throughs and impressions, Google on Wednesday introduced a plan to measure online advertising that it hopes will become the industry standard.
Dubbed Brand Activate, the plan is designed to “reimagine online measurement for brand marketers,” according to a blog post from the company. The idea is that with better metrics, marketers will feel more comfortable allocating more of their money to online advertising. “We believe that the industry’s significant investment in brand measurement efforts can substantially grow the online advertising pie, for all,” the post continues.
Google introduced the first two components of Brand Activate: Active View and Active GRP.
The former is a bid to become the new standard for online impressions. The proposal, now being submitted to the Media Rating Council, will count a “viewed” impression as one that “is at least 50% viewable on the screen for at least one second.”
Active GRP, meanwhile, is 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.”)
A further explanation of the initiative is provided in the video below.
Google’s not the first to call for new online ad metrics. Facebook partnered with Nielsen last year to try to adapt GRPs to online advertising as well.
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