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