- Choice: Ad viewership will be voluntary.
- Control: Users will participate if marketers and media provide enough value and control.
- Charm: "Ads will be more interactive and beautiful—at scale," Wojcicki said. "The ads shouldn't just be beautiful on home pages."
- Connected: "Ads will help people live their lives on the go," Wojcicki said.
- Calibration: All ads will be measured, with clicks being only one type of measurement.
Kate Maddox on 03.02.2015