Active View

Status: Limited release Availability: US Share this page:

What it does

Active View is a Google measurement solution that detects viewable display ad impressions, as defined by the Making Measurement Make Sense (3MS) proposed standard of being “at least 50% viewable for a minimum of one second.” Google detects viewability via a javascript tag that captures the cumulative time an ad has been viewed.

Active View data is not just academic, but also actionable. Advertisers are able to buy viewable impressions on the Google Display Network Reserve and guarantee on-screen impressions with their target audience. In the near future, Google will be making the Active View metric universal by offering it within DoubleClick for Advertisers (DFA), alongside served impressions, as well as to all of its media and platform customers, including publishers.

Why you'd use it

Brand advertisers have long sought insight into whether consumers actually see their ads, whether they’re in print, on TV, or across the web. Active View provides an actionable solution for display advertising by allowing advertisers to target and measure only the ads that appear on a user’s screen. Active View brings accountability and efficiency to a display ad campaign, and allows advertisers to optimize that campaign to what truly matters--the user’s attention.