Google Adds Big Change To Display Bidding: Pay By Viewable Impression In AdWords

In a significant move, Google rolled out CPM bidding by viewable impression in AdWords this week. Advertisers will only be charged for ad impressions that can actually be viewed in-screen by users, rather than on the traditional served impression basis.

New reporting metrics are also available, all powered by Google’s viewability measurement solution, Active View, which received MRC accreditation earlier this year.

Viewable CPM bidding is available to all campaigns running on the Google Display Network, including remarketing campaigns.

To learn more, read Google Quietly Debuts Viewable Impression CPM Bidding In AdWords.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.