Active GRP

Status: Limited release Availability: US Share this page:

What it does

The GRP, or gross rating point, has long been an effective way to measure the reach and frequency of an offline media campaign. With Active GRP, marketers can now apply and compare that same metric to their display advertising campaigns. Active GRP accurately reflects online performance in two distinct ways:

• It’s built into ad serving tools. Active GRP is built right into the ad serving tools that our advertisers and publishers use every day, which not only provides after-the-fact campaign analysis, but also enables real-time decision making so that campaigns can be adjusted at the speed of the web.
• It follows a robust methodology. Active GRP is calculated by statistical models that combine aggregated panel data and anonymous user data (either inferred or user-provided). This approach overcomes problems of potential panel skewing and reliance on a single data source. This approach also has the advantage of never using personally identifiable information, not sharing user data with third parties, and enabling users, through Google's Ad Preferences Manager, to opt-out. We will be submitting our methodology for MRC accreditation.

Active GRP will be available as a report within Double for Advertisers (DFA) in the US, and we look forward to making it more broadly available to all media and platform clients, including publishers, as an effective measurement currency.

Why you'd use it

With Active GRP, marketers are now able to link the performance of their offline media to the performance of their online, and in turn, can measure the reach and frequency achieved with the investment made. This information provides actionable insights that allow advertisers to optimize their campaign settings, in real time, to ensure they reach the right consumers across the web.