Mountain View, Calif.—Google Inc. is introducing new advertising features, to be made available this spring, that facilitate the tracking of display ad views and the level of engagement users have with those ads.
Google's new service, Brand Activate, features two tools. The first, Active View, measures how long an ad is shown on the user's screen and how much it is viewed. A viewing duration of one second is considered an ad impression via this tool. The second, Active GRP, offers a "gross rating point" score, a common TV advertising metric that measures the size of an audience, to help advertisers adjust their campaigns.
Brand Activate will be available to users of Google's DoubleClick Internet ad-serving service used by publishers and marketers.