Bloomberg Businessweek reports today that Google has rolled out a new advertising feature that will make it easier for companies to know when Web surfers view their ads and how consumers interact with those ads.
The initiative, called Brand Activate, will notify advertisers each time at least 50 percent of an ad impression is viewable on screen for at least one second. The program will also provide advertisers with more immediate insights into the performance of their advertising campaigns.
To combat the current mishmash of disparate metrics and measurement techniques, Google’s feature will utilize a measurement tool that is commonly used to measure
television advertising. By using gross rating point, or GRP, the program should make it easier for campaign managers to make apples to apples comparisons on ad spend and performance.
According to the story, the program is part of an initiative, by Google, to draw more of advertisers' media spends online and away from traditional media such as television and print.