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Google, King of Clicks and Data, Embraces TV's Ad Metric

Unveils GRP Metric and New Standard for Impressions

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No one has benefited more from the web's obsession with clicks than Google. But it made two changes this week that de-emphasize the click and will make buying display a lot more like buying TV.

First, Google created a gross ratings point equivalent, which would allow advertisers to buy audiences on Google as they do TV. Second, the company announced a new standard for the "impression," where an ad must be at least 50% visible for a second to count.

We'll let Google VP Neal Mohan explain in this snippet of his interview Wednesday with Ad Age Digital Editor Michael Learmonth.

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