"The objective is [to] make it easier for more and more brand
dollars to come online," said Neal Mohan, Google's VP-display
advertising. "One of the biggest opportunities to crack the nut as
it relates to brand advertising is in the area of measurement."
Unlike digital-media companies, such as AOL, that are partnering
with measurement firms to provide advertisers with metrics, Google
is going solo an extent, creating its own methodology for an online
GRP based on a mix of aggregated panel data and anonymized user
Mr. Mohan was diplomatic when asked why Google chose to forge
its own path. "From our perspective, the more efforts there are,
the better it is for the overall industry," he said.
Google said it is running a pilot with its DoubleClick for
Advertisers customers. It will start with the traditional
demographic segments, age and gender, with plans to introduce
others over time. It's submitting the methodology used for Active
GRP to the Media Rating Council for accreditation.
Active View will use the Interactive Advertising Bureau
definition of "viewable": that at least 50% of an ad is viewable on
the screen for at least one second. In theory, this means that
advertisers can choose to pay only for ads that online viewers have
the opportunity to see. Active View will initially be available
only on the Google Display Network but will eventually roll out to
DoubleClick so that advertisers can use it on all buys. Google said
it will work with the IAB to standardize the approach.
Those are key points, because the last thing advertisers or
agencies want is more of the existing problem: different
measurements for different buys.
"I applaud Google in its efforts to try to drive common currency
and speak the same language across media types," said John Nitti,
president-activation at Zenith Optimedia. "However, what I don't
want, or support, is a situation where we have Google-specific
definitions or metrics that cannot be deployed across entire
Mr. Mohan said Google's new metrics apply to all types of online
ads: traditional display, video and mobile.