Publishers create the stories, memes, shows and games that entertain and inform us everyday - and most of that content is funded by ads. Our goal at DoubleClick is to help these publishers thrive by delivering great user experiences on every screen, so they can keep us users happy and grow their revenue. That’s why we believe it’s important to share insights when we can, and partner closely with publishers to help them apply learnings from our research to support their businesses.

Calculating the cost of mobile speed

People expect great experiences wherever they’re consuming content, especially on mobile. But slow loading mobile sites are more than a user experience issue; they can cost publishers revenue. Our recent research, The Need for Mobile Speed, shows that mobile websites that load in 5 seconds can earn up to 2X more revenue than sites that load in 19 seconds, the industry average¹. To help publishers understand how much more revenue they could earn, we’ve published an interactive revenue calculator on DoubleClick.com showing how mobile page speed relates to ad revenue.

While there are many factors that can impact publisher revenue, the results provided by the calculator are based on analysis of thousands of mobile web domains combined with real revenue and site performance data from DoubleClick for Publishers, DoubleClick Ad Exchange and Google Analytics. By entering just a few data points from their current site, publishers can find out how much money they could earn with a faster site.

Partnering to solve mobile speed

Using lessons and insights from our mobile research, our teams work closely with publishers like Everyday Health and Sinclair Digital to help them improve their mobile experiences and deliver real business results.

After consulting and working together with our team, Everyday Health, Inc. took steps to accelerate their What to Expect mobile web pages.

“We were able to improve the time it takes to load the first part of the page by 33%, and we were able to improve the full page load by 78%, so that’s going to be miles better for a mom who’s impatient, or nervous, or anxious. She’s going to trust us more.”
-Diane Otter, Editor in Chief, Everyday Health

Sinclair Digital contacted various mobile experts to see what metrics they should use and how best to measure them. The DoubleClick team was able to give the Sinclair team a second opinion and specific advice on ways to reduce load times and increase engagement. After implementing changes, Sinclair’s was able to improve their average page speed by 500%.

Read more about how Everyday Health and Sinclair Digital improved their mobile web experiences and then see how much more you could earn with a faster mobile website.

Posted by Alex Shellhammer
Product Marketing Manager

^{1 DoubleClick, “The Need for Mobile Speed”, September 2016}

Google believes in the value of the open web, an ecosystem where users get access to information, and publishers are able to create and earn money from their content. And at DoubleClick, our product roadmap is focused on a simple premise: to help publishers thrive and create sustainable businesses with advertising. That commitment isn’t just for today, tomorrow or next quarter - we invest in solutions for the long-term, that will help publishers succeed for many years to come.

On the eve of the 10th anniversary of the smartphone, when we talk about the open web we are really talking about mobile: more than half of all ad queries on DoubleClick’s publisher platform are on mobile¹. At the same time, the fastest-growing form of content across all digital channels is video². Today, we’re launching three new betas, all designed to help publishers thrive in a mobile and video world.

Putting users first and delivering better ads

People expect great experiences wherever they’re consuming content. That’s why we built a flexible, component-based native advertising solution to help publishers deliver better ads that fit a user’s context. We’re excited to announce that we are bringing video to Native Ads on DoubleClick in a new beta offering.

Since May 2016, native ad impressions served through DoubleClick have more than doubled³ with publishers including The New York Times, Aller Media, Vogue, Zillow Group, Slate, Epicurious and eBay adopting our solution. With the addition of video to our native ads solution, publishers can now capture premium video advertising budgets on their non-video content.

According to Chris Quinn, Head of Commercial Operations at Kijiji, a subsidiary of eBay and an early tester of this solution:

“The [DoubleClick] native video templates — content and app-install — enable Kijiji to give our advertisers an alternative to banner and static native. We were excited about the ability to run assets seamlessly without embedded video players, which will hopefully give us a jumpstart in the video space. Testing has just begun across our iOS app, and we look forward to seeing positive results and potentially incorporating into our greater offering in 2017.”

Maximizing revenue while delivering the best user experience

Our research shows that people will not wait for slow content on mobile: over half of visits are abandoned when mobile web pages take longer than 3 seconds to load⁴. In this environment, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall revenue without increasing latency and losing users.

At DoubleClick, we’ve consistently delivered server-side solutions that create the most revenue possible across all of a publisher’s inventory without sacrificing speed. For example, Dynamic Allocation has helped publishers earn up to a 24% lift in their programmatic revenue⁵ and publishers like Gannett have seen 15% greater lift in eCPMs for revenue from programmatic channels with new products like DoubleClick for Publishers First Look.

When speed matters, the fastest solutions yield the best results. That’s why we’re excited about our latest offering, Exchange Bidding. Exchange Bidding helps publishers maximize demand for every impression by letting them put multiple exchanges into competition in real time without adding any new client-side code. Since we announced it earlier this year, the number of participating publishers has grown 4x, the number of exchange partners has doubled, and we’ve moved the product from alpha into closed beta in the US.

Continuing this momentum, we’re happy to announce that we are expanding the beta of Exchange Bidding to include mobile apps, with Smaato as one of our first mobile app exchange partners.

“By integrating directly with DoubleClick for Publishers, Smaato can compete in real time for ad impressions based on price and priority, in parallel with other exchanges. We’re delighted to be an early participant in Exchange Bidding and look forward to expanding this solution to all of our partners.”
-Christian Sieweke, Senior Product Manager at Smaato.

Engaging users with personalized video experiences on every screen

Mobile and connected streaming devices are the new destination for digital video. Last year, ad impressions served to Connected TVs via DoubleClick Bid Manager grew over 225%⁶. Across all these screens, people expect personalized experiences no matter what they’re watching.

Earlier this year, we launched Dynamic Ad Insertion (DAI) for live TV on DoubleClick as a way to bring addressable advertising capabilities to broadcasters. Whether for live sporting events in France or the Presidential debates in the United States, partners like TF1 and Fox News have used DAI to deliver seamless, personalized ad experiences to all screens. In fact, for some of our biggest partners, DAI represents about a third of all their digital ad impressions, and the majority of their Connected TV impressions are being served via DAI.

Today, we’re excited to announce a beta offering to extend Dynamic Ad Insertion to video on demand (VOD). Publishers like A+E Networks are now inserting relevant, highly targeted ads into both long- and short-form VOD content across all devices, and delivering personalized ads while eliminating common pain points like buffering. This feature will be capable of serving both direct-sold and programmatic campaigns - in both cases delivering smarter, data-driven ads that perform better.

At Google, we know we’re only successful when our partners are successful. Today, building for sustainability means thoughtfully innovating to deliver mobile and video solutions that help publishers earn the most from their content while respecting user desires for better experiences.

Posted by Jonathan Bellack
Director of Product Management, Publisher Platforms

^{1 DoubleClick internal data, Oct - Nov 2016
2 eMarketer, “Growth of Average Time Spent per Day with Major Media by US Adults, 2013-2018 (% change)”, October 1, 2016
3 DoubleClick internal data, May - Oct 2016
4 DoubleClick, “The Need for Mobile Speed”, September 2016
5 Boston Consulting Group, “The Publisher’s Path to Profitability”, July 2015
6 DoubleClickThe State of Play”, July 2016}

Join me on Tuesday, July 19th at 9 AM PT / 12 PM ET for a livestream broadcast of my keynote address from the DoubleClick Leadership Summit (DLS). I’ll be sharing updates on the latest innovations on the DoubleClick platform and how we’re helping advertisers and publishers adapt to today’s mobile world.

At Google, one of our enduring principles is to “focus on the user and all else will follow.” This has been an important guidepost throughout our history, and it has never been more relevant than it is today. People are more ‘mobile’ now than ever before. We spend every waking hour connected to our devices. We expect to find what we want, when we want it. But with only a split second to engage and capture attention, user experience matters more than ever.

In my keynote, I’ll share an update on the technologies we’re developing to help advertisers, agencies and publishers create better experiences for people on the go. You can expect to hear more about Accelerated Mobile Pages (AMP), Native Ads, as well as new, more immersive experiences like 360 video. I’ll also be unveiling new product features to help our clients and partners more effectively reach, engage, monetize and measure audiences across screens.

I’m looking forward to the livestream on July 19th. Please register to watch here.

Posted by Paul Muret Vice President of Display, Video and Analytics, Google

Tune in on July 19^th for the DoubleClick Announcements Livestream. Watch live as Paul Muret, Vice President of Display, Video Ads and Analytics at Google, shares new product announcements and DoubleClick's vision for the future.

Register and get the link to the livestream in your inbox before the event.

The event will be streamed live on DoubleClick.com on July 19th, 2016 9:00am PT / 12:00pm ET.

Posted by The DoubleClick Marketing Team

Native advertising is an increasingly popular ad monetization strategy for publishers. The New York Times is an early adopter, and recently we caught up with their Managing Director of Ad Innovation, Nicholas Van Amburg, on what they’ve learned from running native ads. Here’s what he shared.

The New York Times’ first issue was printed in 1851 as a penny paper, and now, we share news with over one million digital-only subscribers every day. In our 164-year history, we’ve seen our readers shift from print, to computers, to mobile. Despite all of this change, however, we’ve remained committed to delivering the highest-quality content to our readers—whether it’s news, features, opinions or ads. First and foremost, it makes our readers happy. But, it also serves as an important foundation for a sustainable monetization strategy. Whether readers are interacting with our articles, videos, podcasts, or apps, our ads needs to be just as engaging as our own content.

To create a strong user experience wherever people are reading news, we’ve experimented a lot with our native advertising strategy. Here’s what we’ve learned:

Create effective ad formats that scale

One of our early experimentations with native advertising was a solution we called ‘Flex Frames.’ To offer the best user experience possible, we ensured Flex Frame ads behaved like organic content by matching the look and feel of surrounding contexts, both in terms of editorial content and across different platforms and devices.

While Flex Frames successfully adapted to the look and feel of our content, we faced roadblocks when attempting to scale -- our team was dedicating countless hours to coding and compiling ads for review by advertisers. To overcome this challenge, we partnered with DoubleClick and have realized significant efficiencies since.

Use data to make smart decisions

The ability to leverage our first party audience data proved crucial to our native advertising strategy, allowing us to place the right ad in front of the right person at the right time, both in terms of content and format. For example, we will serve a video ad rather than a photo story if we know a reader is more likely to view video content than view photos in a carousel. These highly-relevant ads produce excellent results with 6X higher CTRs with 4X more viewable impressions.

Launch and iterate

Metrics are important, and you have to know what to measure in order to decide whether ads are working for you and your users. It’s important to identify KPIs at the start of a project, and measure them regularly. These KPIs may differ based on the company, but for us, after running a variety of focus groups through our Consumer Insights Group, we found user engagement to be one of our most important KPIs. We want to know the ad experience is a positive one for our users—that our ads aren’t just tolerated, but that people actually opt to spend time with them. We’re constantly testing ads to understand what’s working and what’s not.

Educate sales and advertisers to see the value of native ads

We’ve been working with native ads for over a year now, but for many people, these ads are still relatively new. Even a year in, the hardest thing about my job continues to be educating sales teams about native formats. And the same goes for advertisers—it’s our job at The New York Times to demystify component-based ads and explain why they're better for the whole ecosystem. With more education, sales teams can better sell native ads, and advertisers will start opting for more native formats.

The next generation of native ads

Taking what we’ve learned so far, I believe the next big leap for native ads is to deliver more meaningful, contextually-relevant experiences across an ever-broader spectrum of media formats and devices. This is important because The New York Times isn’t just a paper or a website anymore. It's a website. It's an app. It's a host of touchpoints and experiences where the user sits at the core. We're headed for a world that lives on an incredibly fractured series of screens and touch points -- and our challenge is to make sure that we are meeting and exceeding users’ expectations across all them.

We recently released Native Ads on DoubleClick across all screens — on the web and in apps — to all our partners. Watch the video below to learn more about The New York Times’ strategy and approach to native advertising or continue to DoubleClick.com to read the case study.

Posted by Nicholas Van Amburg Managing Director of Ad Innovation, The New York Times

Cross-posted from the Google Analytics Blog

An enterprise-class solution for a multi-screen world

Our lives are filled with micro-moments: intent-rich moments when we turn to the nearest device to find a store, buy a product or look for answers to all kinds of wants and needs. In these moments, today's consumers decide what to do, where to go, and what to buy.

If you're in marketing or analytics, you know this consumer behavior brings new opportunities to reach your customer in the right moment with the right message. At the same time, it's harder than ever to get a complete view of the consumer journey and then make sense of it all.

That’s why we’re introducing the Google Analytics 360 Suite, a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers.

“The Google Analytics 360 Suite gave us the really big ah-­ha moment. When we launched our mobile app, it provided insurance quotes. But after looking at the data, we saw people were attempting to buy insurance. So, we shifted our mobile strategy to offer ecommerce. Google gave us that insight.”
-Pawan Divakarla, Analytics Leader, Progressive

Modern measurement tools that are simple to use

Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers¹ in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard-to-find expertise.

Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. With infrastructure that allows us to handle billions and billions of daily search queries — generating answers before users even finish typing — we set out to give enterprise marketers the same utility.

As we built the system, enterprise marketers shared what they needed with us:

• See the complete customer journey: Marketers require full visibility and context to see what’s really happening across all customer touchpoints, devices, and channels.
• Useful insights, not just more data: Marketers need enormous computing power, data science and smart algorithms, all working together to quickly make sense of data for them. In other words, built-in intelligence to do the heavy lifting for marketers and make insights easy to see.
• Enable better sharing within your organization: Marketers seek to put insights into everyone’s hands and get the whole company on the same page — resulting in stronger cross-functional goals and smarter decision-making.
• Deliver engaging experiences to the right people: Marketers want to make their brand immediately useful to consumers. With integrations across multiple Google technologies, the suite products not only work well together, but also with other products, including AdWords, DoubleClick, and 3rd-party platforms — enabling marketers to take immediate action and drive business impact.

The Google Analytics 360 Suite is built to address these needs. Its powerful set products are unified, providing a consistent user experience and cross product data integrations, plus services. Simply put: it’s a complete measurement platform.

“Using the integrations in the Google Analytics 360 Suite, we are able to manage everything in one seamless platform.”
-Khoi Truong, Director of Analytics and Media, L'Oréal Canada

Loaded with six products, four of which are brand-new, the Google Analytics 360 Suite offers easy-to-use tools that enable sharing of data and insights throughout an organization.

• Google Audience Center 360 (beta): This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it's open to third party data providers, DSPs and more.
• Google Optimize 360 (beta): This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.
• Google Data Studio 360 (beta): A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.
• Google Tag Manager 360: Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and powerful APIs to increase data accuracy and streamline workflows.
• Google Analytics 360 (formerly known as GA Premium): will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.
• Google Attribution 360 (formerly known as Adometry): has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.

Achieve more with your Google media

The Google Analytics 360 Suite offers integrations with many third party data providers and platforms. It also plugs right into Google AdWords and DoubleClick Digital Marketing, our core ad technology. That means marketers can turn analytics into action by combining their own data from multiple sources ― website data, audience data, and customer data (e.g. CRM) and more ― and using it to make ads more relevant for people.

“The Google Analytics 360 Suite has a native integration with DoubleClick — that’s a game-changer. Now I can personalize my media based on website user behaviors, such as what they purchase.”
-Khoi Truong, Director of Analytics and Media, L'Oréal Canada

When will the Google Analytics 360 Suite launch?

The new products -- Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 -- are available today in limited BETA. If you're a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and we'll let you know when you're eligible to join the new betas.

This is just the beginning of our ongoing innovation in enterprise marketing analytics -- we can’t wait to share more. In the meantime, visit our website for more details or hear from directly from our customers below.

Over the coming weeks we’ll dive into the capabilities and benefits of all the new products on the newly refreshed and renamed Google Analytics Solutions blog, and on our Google+ and Twitter pages. We’d love your feedback.

Posted by Paul Muret Vice President of Analytics, Display, and Video Products, Google

^{1: Forrester Research, Inc. Discover How Marketing Analytics Increases Business Results
*Launching March 15, 2016}

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.

On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on two tips for enabling viewability measurement, three speedy ways to improve viewability, and four ways to improve ad layouts for better viewability.In this post you'll learn three content and ad loading methods that can optimize your viewability rates.

Here is today's recommendation:

We hope these recommendations are improving your site or apps ad viewability.

Posted by Anish Kattukaran Product Marketing Manager, Brand Measurement, Google

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.

On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on two tips for enabling viewability measurement, and three speedy ways to improve viewability. In this post you'll learn tips for laying out ads on a webpage or scrollable page in an app in order to improve viewability rates.

Here is today's recommendation:

We hope these recommendations are improving your site or apps ad viewability.

In the next part of our Spotlight on Viewability, we'll share three content and ad loading methods that can improve viewability.

Posted by Anish Kattukaran Product Marketing Manager, Brand Measurement, Google

Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.

Recently on the blog, we focused on two tips for enabling viewability measurement. In this post you'll learn tips for improving ad viewability by optimizing your apps and sites for speed and responsiveness.

Here is today's recommendation:

We hope these recommendations are improving your site or apps ad viewability.

In the next part of our Spotlight on Viewability, we'll share four ways to improve ad layouts for better viewability rates.

Posted by Anish Kattukaran Product Marketing Manager, Brand Measurement, Google

There's a lot that publishers and app developers can do to increase the likelihood that their ads will be measured as viewable. Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability across four categories based on insights from Active View, Google's MRC-accredited viewable impression measurement technology. These insights and recommendations come from our services teams that have spent thousands of hours working with publishers and developers to improve advertising outcomes.

In this post, we focus on tips you can use to improve ad viewability by optimizing your apps and sites for speed and responsiveness.

Here is today's recommendation:

We hope these recommendations will improve your site or apps ad viewability.

In the next part of our Spotlight on Viewability, we'll share three speedy ways to improve viewability.

Posted by Anish Kattukaran Product Marketing Manager, Brand Measurement, Google

When advertisers pay for an ad, the chance for it to be seen is a basic expectation. Advertisers shouldn’t have to pay extra to measure and ensure that it was viewable. These expectations drove the launch of Active View back in 2013, an effort to establish a neutral and common set of viewability metrics used by both advertisers and publishers. Since then we've continued to invest in this technology across DoubleClick, YouTube and the Google Display Network, and today we're happy to share two new updates that will help advertisers and publishers run more effective cross-screen campaigns.

Announcing Active View optimization in DoubleClick Bid Manager - A better way to programmatically buy viewable impressions

Today, we're introducing Active View bid optimization in DoubleClick Bid Manager for clients globally. This new bid optimization feature uses the collective intelligence from many signals (e.g. URL, time of day, page category) to predict, impression by impression, the probability that it will be viewable. It then dynamically adjusts bids higher or lower based on that probability to deliver the viewable CPM target that advertisers set for their video and display campaigns. Active View optimization delivers what advertisers actually care about - the total volume of viewable impressions - and doesn’t fixate on a viewable percentage.

This will help solve a common problem: when marketers buy viewable impressions programmatically using current viewability targeting, the decision to bid on a single impression is very basic. Buyers choose a target viewable percentage (e.g. 50%) and their programmatic buying system bids the same amount for any impressions with a likelihood of being viewed above that target - or nothing at all for impressions with a likelihood of being viewed below that target. This means that buyers are missing out on wide swaths of inventory that may actually be viewable and are driving up competition (and CPMs) for the inventory they are buying.

Announcing Active View for mobile apps in DoubleClick for Publishers and DoubleClick Ad Exchange - Bringing holistic viewability measurement to publishers

We believe that viewability metrics should be a standard currency between buyers and sellers. To enable this, we've been investing in features that allow publishers to see and report on a holistic picture of viewability across their channels and content. We're continuing that momentum today by announcing Active View reporting for mobile apps in DoubleClick for Publishers and on the DoubleClick Ad Exchange. With the consumer shift to mobile reshaping how publishers engage with their audience and those interactions increasingly happening on mobile apps, this new measurement solution completes the picture for publishers helping them see how viewability plays out across all of their properties.

At Google, we remain committed to investing in a broad set of measurement solutions for brands and publishers through a combination of product innovation with our own solutions and partnerships with leading third parties. These announcements are two big steps in our ongoing effort to help our clients measure every moment that matters.

Posted by:

Ari Feldman
Product Manager, DoubleClick for Publishers Reporting and Active View
Deepti Bhatnagar
Product Manager, DoubleClick Bid Manager Brand Measurement and Optimization

Earlier this year, research from Google showed that nearly half of all display and video ads were not viewable. This has helped move forward the ongoing industry discussions around shifting digital ad buys from served impressions to viewable impressions. Simultaneously, advertiser demand for 100% viewable impressions, where advertisers only pay publishers for impressions that are viewable based on the current industry standard as defined by the MRC, has continued to grow.

To help publishers tackle this complex issue, we partnered with experts from The Washington Post and Forbes along with the DoubleClick for Publishers and Active View teams at Google to create an educational case study that surfaces key issues publishers should consider as they respond to RFPs for 100% viewable impressions.

The illustrative scenario in the case study walks through how a sales director at the fictional publisher, The Hourly Report, responds to a RFP from the fictional advertiser, Eh-Okay, for a commitment to provide 100% viewable impressions. The case study references two fictional viewability measurement technologies, Ad Chemist and Bridge, along with Google’s Active View solution, to represent the fact that there’s more than one way for advertisers and publishers to measure viewability.

“At Forbes, we’ve been preparing to transact on viewable impressions for about three years. Done right, viewability will be good for the advertiser, consumer and the ecosystem. Partnering with Google on initiatives like this are a great way to analyze the best approach to deliver a viewable campaign. From technology choices and ad placements to client relationships and overall sell-through rates, each element of a viewable campaign carries significant weight, and the case study we put together demonstrates that.” -Alyson M. Papalia, VP Digital Advertising Strategy & Operations, Forbes Media

"The potential for an ad to be seen is an extremely reasonable expectation for a marketer and their agency...especially from a premium publisher such as The Washington Post. As the concept is still relatively new, challenges exist with making it an absolute reality. It is key that we are on the forefront of helping to aggressively move the conversation and process forward, and partnering with Google and DoubleClick on efforts like this case study to help educate the industry is a key step in the right direction." -Jed Hartman, Chief Revenue Officer, The Washington Post

We’re strong believers that the viewability discussion should be just a starting point for publishers and advertisers: understanding whether an ad had a chance to be seen is the first step on the path to ultimately being able to measure whether it had impact. Adopting a single industry standard for viewability - like the MRC defined standard that Google supports - is a critical first step along the path to transacting media exclusively based on viewable impressions.

^{Read the full case study on DoubleClick.com}

	Lauren Ashcraft Strategic Account Manager, Revenue Solutions
	Justin Pang Strategic Partnerships Lead

As a brand trying to reach consumers in today’s increasingly fragmented media landscape, it is critical that you understand the impact of your ads on brand metrics such as awareness and consideration.

Viewability is the starting point, an initial understanding of whether the ad had a chance to be seen. We have talked before about why measuring the viewability of advertising matters.

In December 2014, we shared insights on the state of display ad viewability across the web. As a continuation of that effort, in May we released new insights from our video ad platforms, including YouTube, to start the discussion about the state of video ad viewability.

We wanted to take this research a step further, by analyzing the relationship between viewability and brand metrics.

To do so, we took our Brand Lift solution, which gives you insights into what impact your ads have on the consumer journey - from awareness, to ad recall, to brand interest - and tied the data to viewability metrics from our Active View technology for a set of YouTube TrueView ads. By connecting these two solutions, we were able to draw out some insights about the relationship between viewability and brand metrics.

Sight, sound and motion combined drive higher lift

When it comes to brand metrics, ad recall is a foundation for measuring the impact of your ad. As a brand advertiser, knowing if your ad breaks through with users is a key first step to understanding the overall impact of an ad on a suite of brand metrics. In this analysis, we were able to analyze how being able to hear and see your ad affected a user’s ability to recall your ad.

Our data shows that users exposed to even one aspect of your video ad (audio or video only), exhibit significant lift in ad recall. However, the full immersive experience of sight, sound and motion delivers more ad recall than either audio or video alone. In fact, the impact on ad recall was 23% higher when users were exposed to ads with audio and video together versus ads with just audio alone.

The longer in view, the better you do (on brand metrics)

Time in view also plays a large role when it comes to moving the needle on brand awareness and consideration. We recently introduced the ability for Active View users to measure average viewable time - the average time, in seconds, a given ad appeared on screen - in Doubleclick Bid Manager. By connecting these measurements, we can see the relationship between viewable time and brand metrics.

We found that there is a consistent relationship between how long an ad is viewable and increases in brand awareness and consideration. The longer a user views your ad, the higher the lift in these two important brand metrics:

What the results mean for your brand

These results prompt you to think about your brand advertising in a few important ways:

• Are users viewing your creative for longer periods of time? Brand metrics continue to get higher the longer a user views your ad.
• Are you buying the right media to have an impact on brand metrics? YouTube’s opt-in TrueView ads are uniquely suited to deliver long-form video content at scale for brand advertisers.
• Finally, are you thinking beyond viewability to capture effectiveness metrics? You want your ads to move consumers at the moments that matter, and measuring the impact on brand metrics will make for more effective ad spend.

This is just the beginning of understanding what impacts brand metrics for video ads. As brands look to measure the effectiveness of their digital video advertising, a continued understanding of what factors drive brand metrics will be crucial to more effective brand spend.

Read further research on the impact of online video.

To read all of our research on viewability, check out thinkwithgoogle.com/viewability.

To see how viewability is measured, visit our interactive Active View demo.

Posted by Sanaz Ahari Group Product Manager, Brand Measurement, Google

Over the past few years we’ve been committed to investing in a suite of new metrics that would be as actionable for brand marketers as the click has become for performance advertising. In that spirit, today we are announcing a new GRP solution, comScore vCE in DoubleClick, and updates to our Active View viewability solution.

Our goal is to enable brand marketers to answer some essential questions about the success of their campaigns:

Announcing an update to Active View - Ensuring your ads are seen

If a human being never has a chance to see your ad, then nothing else matters - the campaign will not succeed. That’s why we’ve been steadily introducing Active View technology across our product suite: the ability to buy based on viewability in AdWords, and reporting on viewability in our DoubleClick advertiser and publisher platforms. In a recent study that we published we found that 46% of all video ads on the web did not even have a chance to be seen. This contextualized the importance of video viewability and the launch of Active View for Video a few months ago.

We are firm believers in the IAB / MRC standard as the minimum viable definition for a viewable impression. We also recognize that there is a need for secondary metrics that complement the single standard and support individual advertisers’ objectives. In light of this, we are announcing that starting today, Active View users will be able to measure average viewable time - the average time, in seconds, a given ad appeared on screen - in DoubleClick Bid Manager.

Since introducing Active View, we’ve seen tremendous momentum with over 80% of clients having adopted our viewability technology. These advertiser and publisher clients have told us time and again that they would like to use Active View to measure viewability across all their media buys. So we are working with these clients to expand Active View beyond Google’s media and platforms.

Announcing comScore vCE in DoubleClick: Ensuring you reach the right audience faster

Last year we announced our partnership with comScore to bring to market a completely tagless and digitally actionable metric that would make real-time GRP measurement a reality for advertisers and publishers. Today we are announcing the culmination of that partnership: comScore vCE in DoubleClick.

comScore vCE in DoubleClick is the first independent, completely tagless, audience delivery measurement service to be directly integrated into an ad server and will give advertisers and publishers a trusted comScore audience measurement solution for both video and display that is effortless to set up and actionable.

This new GRP measurement solution is now widely available for all of our DoubleClick customers across DoubleClick Digital Marketing and DoubleClick for Publishers. This means advertisers can now see if they’re reaching their target audience as it happens. And publishers will be able to make adjustments during the course of a campaign to meet their advertisers’ needs -- no more after the fact reporting and make-goods.

With this tagless and single-click workflow, advertiser and publisher clients will have 100% coverage. Publishers will have the ability to forecast their audience availability to ensure they meet advertiser commitments. For advertisers, in addition to scheduled reports we are introducing new audience cards that surface reports with simple and easy to read visuals.

Measurement Matters

We will continue to look for opportunities to raise the bar on measurement through a combination of product innovation and partnership with industry leaders.

We’re excited about the progress we’ve made in enabling advertisers to ensure that their ads reached the right audience and were actually seen. But our biggest investments in measurement still lie ahead as we work to help advertisers understand what their audiences thought and ultimately did as a result of seeing their ads.

Posted by Sanaz Ahari Group Product Manager, Brand Measurement, Google

Today the Trustworthy Accountability Group (TAG) announced a new pilot blacklist to protect advertisers across the industry. This blacklist comprises data-center IP addresses associated with non-human ad requests. We're happy to support this effort along with other industry leaders—Dstillery, Facebook, MediaMath, Quantcast, Rubicon Project, The Trade Desk, TubeMogul and Yahoo—and contribute our own data-center blacklist. As mentioned to Ad Age and in our recent call to action, we believe that if we work together we can raise the fraud-fighting bar for the whole industry.

Data-center traffic is one of many types of non-human or illegitimate ad traffic. The newly shared blacklist identifies web robots or “bots” that are being run in data centers but that avoid detection by the IAB/ABC International Spiders & Bots List. Well-behaved bots announce that they're bots as they surf the web by including a bot identifier in their declared User-Agent strings. The bots filtered by this new blacklist are different. They masquerade as human visitors by using User-Agent strings that are indistinguishable from those of typical web browsers.

In this post, we take a closer look at a few examples of data-center traffic to show why it’s so important to filter this traffic across the industry.

Impact of the data-center blacklist

When observing the traffic generated by the IP addresses in the newly shared blacklist, we found significantly distorted click metrics. In May of 2015 on DoubleClick Campaign Manager alone, we found the blacklist filtered 8.9% of all clicks. Without filtering these clicks from campaign metrics, advertiser click-through rates would have been incorrect and for some advertisers this error would have been very large.

Below is a plot that shows how much click-through rates in May would have been inflated across the most impacted of DoubleClick Campaign Manager’s larger advertisers.

hidden ad slots -- meaning that not only was the traffic fake, but the ads couldn’t have been seen even if they had been legitimate human visitors.

http://vedgre.com/7/gg.html is illustrative of these nine webpages with hidden ad slots. The webpage has no visible content other than a single 300×250px ad. This visible ad is actually in a 300×250px iframe that includes two ads, the second of which is hidden. Additionally, there are also twenty-seven 0×0px hidden iframes on this page with each hidden iframe including two ad slots. In total there are fifty-five hidden ads on this page and one visible ad. Finally, the ads served on http://vedgre.com/7/gg.html appear to advertisers as though they have been served on legitimate websites like indiatimes.com, scotsman.com, autotrader.co.uk, allrecipes.com, dictionary.com and nypost.com, because the tags used on http://vedgre.com/7/gg.html to request the ad creatives have been deliberately spoofed.

An example of collateral damage

Unlike the traffic described above, there is also automated data-center traffic that impacts advertising campaigns but that hasn’t been generated for malicious purposes. An interesting example of this is an advertising competitive intelligence company that is generating a large volume of undeclared non-human traffic.

This company uses bots to scrape the web to find out which ad creatives are being served on which websites and at what scale. The company’s scrapers also click ad creatives to analyze the landing page destinations. To provide its clients with the most accurate possible intelligence, this company’s scrapers operate at extraordinary scale and they also do so without including bot identifiers in their User-Agent strings.

While the aim of this company is not to cause advertisers to pay for fake traffic, the company’s scrapers do waste advertiser spend. They not only generate non-human impressions; they also distort the metrics that advertisers use to evaluate campaign performance—in particular, click metrics. Looking at the data across DoubleClick Campaign Manager this company’s scrapers were responsible for 65% of the automated data-center clicks recorded in the month of May.

Going forward

Google has always invested to prevent this and other types of invalid traffic from entering our ad platforms. By contributing our data-center blacklist to TAG, we hope to help others in the industry protect themselves.

We’re excited by the collaborative spirit we’ve seen working with other industry leaders on this initiative. This is an important, early step toward tackling fraudulent and illegitimate inventory across the industry and we look forward to sharing more in the future. By pooling our collective efforts and working with industry bodies, we can create strong defenses against those looking to take advantage of our ecosystem. We look forward to working with the TAG Anti-fraud working group to turn this pilot program into an industry-wide tool.

Vegard Johnsen Product Manager, Google Ads Traffic Quality

A lot of ink has recently poured onto the subject of digital advertising fraud—which is a great thing. Fraud is a real and serious problem, but some, we think, still hold a mental image of fraudsters as one-off bad actors sitting in a dark room racking up clicks on ads on their site to make a few extra bucks. The truth is far more troubling: the majority of ad fraud today is perpetrated by sophisticated organizations that devote vast resources to build and operate large scale botnets run on hijacked devices, to reap multi-million dollar payouts [1,2].

Stopping these bad actors requires an industry-wide, long term commitment to identifying and filtering fake traffic from the ecosystem. This is not a task any one company can take on alone. We need everyone across the industry to take steps toward making digital advertising more secure and transparent. Here are some actions we’re taking to help move the entire industry forward. (We hope others join us.)

Describing threats in common, precise language

Many of the statistics and headline-grabbing disclosures in the market today do a great job of creating panic, but share very little detail to help anyone actually solve the problem.

Imagine if police officers looking for a bank robber could only describe the criminal as “suspicious”. The robber would be free for life. And yet this is disappointingly how advertising fraud is policed today. “Fraud” and “suspicious” are seen as synonymous and applied to everything from completely legitimate ad impressions to fake traffic generated by zombie PCs infected with malware. Before we can stop advertising fraud, everyone needs to start using common, precise language to disclose fraudulent activity.

The IAB introduced its Anti-Fraud Principles and Proposed Taxonomy last September providing the industry with this common language and we strongly support these standards. But these are early steps – as an industry we can’t stop there. When fraud is identified it should be shared in a clear structured threat disclosure, mirroring how security researchers release security vulnerabilities. By increasing the amount of data we share in a transparent, helpful way, others in the industry will be able to corroborate any claims being made, remove the threat from their systems, removing it from the ecosystem. Further, if a public disclosure could lead to further damage, then vulnerable parties should be notified in advance.

Ensuring bad actors can't hide: Supplier Identifiers

If you bought a designer scarf in a store only to find out it’s a knock-off with a fake label, you’d expect a refund. You’d also know which store to avoid in the future. The same should hold true for fraudulent inventory. When fraud is identified, it should also be possible to identify the seller or reseller who should take responsibility for the inventory. 

Today this doesn’t hold true. As an illustration of the problem, we are currently finding significant volumes of inventory misrepresenting where the ads will actually appear and in many instances there is no reliable and verifiable mechanism to identify who in the supply chain is responsible for this misrepresented inventory.

To address this problem, we propose that the buyer of any branded (non-blind) impression should be passed a chain of unique supplier identifiers, one for each and every reseller (exchange, network, sell-side platform) and one for the publisher. With this full chain of identifiers for each impression, buyers can establish which supply paths for inventory can be trusted and which cannot. If a buyer finds a potential issue, and it’s clear where the problem lies in the supply path, then there should be an unambiguous process for refunds. It will also be easy to avoid this supply path in the future.

Ultimately the burden for ensuring the quality of online inventory starts with those who sell it. To this end, we submitted a proposal to create an industry managed supplier identifier to the IAB Anti-Fraud Working Group in February, and we’ve heard others in the industry support this call for more transparency. We've come to take this type of guarantee for granted when we shop in a store – let's work together and make it a standard for digital advertising as well.

Cleaning up campaign metrics

Before investing your hard-earned money in a local business, you’d definitely review their financial reports to understand if it’s a good investment or not. In digital, campaign metrics are the record of truth. They help advertisers evaluate which inventory sources provide the greatest value and outline a roadmap of where ad spend should be invested. But if these metrics are polluted with fake and fraudulent activity, it’s impossible to know which inventory sources provide the best return on spend.

Now, imagine if you invested in that small business only to find out it was actually a fictional front created by an organized crime ring, complete with receipts and a cashier, to cover up their back office money laundering operation. Fraudsters work hard to disguise their bot traffic as being human by having them do things like go window shopping or plan a vacation to create a whole world of made-up conversions and interactions before directing them to their final destination.

As long as fake traffic still appears to be delivering value, advertisers’ spend will continue flowing to the operators of fake traffic sources. Of course our industry should push for 100% fraud free ecosystem. The reality, though, is that some will likely always slip through. When it does, it's also our responsibility to keep it from skewing marketers' metrics. If we can keep reporting systems from giving credit to fake traffic, this removes the incentive for publishers to buy this bad traffic from bad actors.

As an industry, we owe it to our clients and ourselves to ensure that metrics are clean and accurate. Let’s work together to identify fraudulent traffic and invest in systems to filter it out of campaign metrics. 

A fraud-free ecosystem?

Advertising fraud is a real and serious problem, one that creates significant costs for advertisers, takes revenue from legitimate publishers, and enables the spread of malware to users, among other harms. To eliminate it, we must take action to remove the incentive for bad actors to create and sell fraudulent traffic. The steps I’ve outlined above seek to do this by cutting off their access to advertising spend and making it difficult for fraudsters to hide.

Over the coming months, we’ll be taking these steps and working with the industry to help others clean bad traffic from the ecosystem. 

Posted by Vegard Johnsen, Product Manager Google Ad Traffic Quality

If an ad isn’t seen, it doesn’t have an impact, change perception, or build brand trust. That is why measuring the viewability of advertising matters. It gives marketers a clear understanding of campaign and messaging effectiveness and allows advertising spend to be allocated to the media where it will have the most impact.

We have long been advocates of viewability as a currency between buyers and sellers, which is why we’ve had viewable-only buying on our network for more than a year and have been investing in our Active View technology.

As a continuation of that effort, today we are releasing new Active View data from across our Google, DoubleClick and YouTube video ad platforms. This new research on the 5 factors of video viewability is being published today on Think with Google to start the discussion about the state of video ad viewability.

In this research we found that only 54% of all video ads served across the web, excluding YouTube, had a chance to be seen! On YouTube 91% of ads were found to be viewable.

As advertisers shift to paying for viewable video ads, rather than served impressions, understanding the drivers of viewability for video ads is more important than ever.

To learn what viewability is and how it is measured, visit our new interactive Active View demo here.

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Sanaz Ahari, Group Product Manager, Brand Measurement
Michael Giordano, Product Marketing, Brand Measurement
Anish Kattukaran, Product Marketing, Video & Brand Measurement

Since 2008 we’ve been working to make sure all of our services use strong HTTPS encryption by default. That means people using products like Search, Gmail, YouTube, and Drive will automatically have an encrypted connection to Google. In addition to providing a secure connection on our own products, we’ve been big proponents of the idea of “HTTPS Everywhere,” encouraging webmasters to prevent and fix security breaches on their sites, and using HTTPS as a signal in our search ranking algorithm.

This year, we’re working to bring this “HTTPS Everywhere” mission to our ads products as well, to support all of our advertiser and publisher partners. Here are some of the specific initiatives we’re working on:

• We’ve moved all YouTube ads to HTTPS as of the end of 2014.
• Search on Google.com is already encrypted for a vast majority of users and we are working towards encrypting search ads across our systems. 
• By June 30, 2015, the vast majority of mobile, video, and desktop display ads served to the Google Display Network, AdMob, and DoubleClick publishers will be encrypted.
• Also by June 30, 2015, advertisers using any of our buying platforms, including AdWords and DoubleClick, will be able to serve HTTPS-encrypted display ads to all HTTPS-enabled inventory. 

Of course we’re not alone in this goal. By encrypting ads, the advertising industry can help make the internet a little safer for all users. Recently, the Interactive Advertising Bureau (IAB) published a call to action to adopt HTTPS ads, and many industry players are also working to meet HTTPS requirements. We’re big supporters of these industry-wide efforts to make HTTPS everywhere a reality.

Our HTTPS Everywhere ads initiatives will join some of our other efforts to provide a great ads experience online for our users, like “Why this Ad?”, “Mute This Ad” and TrueView skippable ads. With these security changes to our ads systems, we’re one step closer to ensuring users everywhere are safe and secure every time they choose to watch a video, map out a trip in a new city, or open their favorite app.

Neal Mohan, VP Product Management, Display and Video Ads

Jerry Dischler, VP Product Management, AdWords

Cross-posted from the Google Online Security Blog

It’s pretty tough to read the New York Times under these circumstances:

And it’s pretty unpleasant to shop for a Nexus 6 on a search results page that looks like this:

The browsers in the screenshots above have been infected with ‘ad injectors’. Ad injectors are programs that insert new ads, or replace existing ones, into the pages you visit while browsing the web. We’ve received more than 100,000 complaints from Chrome users about ad injection since the beginning of 2015—more than network errors, performance problems, or any other issue.

Injectors are yet another symptom of “unwanted software”—programs that are deceptive, difficult to remove, secretly bundled with other downloads, and have other bad qualities. We’ve made several recent announcements about our work to fight unwanted software via Safe Browsing, and now we’re sharing some updates on our efforts to protect you from injectors as well.

Unwanted ad injectors: disliked by users, advertisers, and publishers

Unwanted ad injectors aren’t part of a healthy ads ecosystem. They’re part of an environment where bad practices hurt users, advertisers, and publishers alike.

People don’t like ad injectors for several reasons: not only are they intrusive, but people are often tricked into installing ad injectors in the first place, via deceptive advertising, or software “bundles.” Ad injection can also be a security risk, as the recent “Superfish” incident showed.

But, ad injectors are problematic for advertisers and publishers as well. Advertisers often don’t know their ads are being injected, which means they don’t have any idea where their ads are running. Publishers, meanwhile, aren’t being compensated for these ads, and more importantly, they unknowingly may be putting their visitors in harm’s way, via spam or malware in the injected ads.

How Google fights unwanted ad injectors

We have a variety of policies that either limit or entirely prohibit, ad injectors.

In Chrome, any extension hosted in the Chrome Web Store must comply with the Developer Program Policies. These require that extensions have a narrow and easy-to-understand purpose. We don’t ban injectors altogether—if they want to, people can still choose to install injectors that clearly disclose what they do—but injectors that sneak ads into a user’s browser would certainly violate our policies. We show people familiar red warnings when they are about to download software that is deceptive, or doesn’t use the right APIs to interact with browsers.

On the ads side, AdWords advertisers with software downloads hosted on their site, or linked to from their site, must comply with our Unwanted Software Policy. Additionally, both Google Platforms program policies and the DoubleClick Ad Exchange (AdX) Seller Program Guidelines, don’t allow programs that overlay ad space on a given site without permission of the site owner.

To increase awareness about ad injectors and the scale of this issue, we’ll be releasing new research on May 1 that examines the ad injector ecosystem in depth. The study, conducted with researchers at University of California Berkeley, drew conclusions from more than 100 million pageviews of Google sites across Chrome, Firefox, and Internet Explorer on various operating systems, globally. It’s not a pretty picture. Here’s a sample of the findings:

• Ad injectors were detected on all operating systems (Mac and Windows), and web browsers (Chrome, Firefox, IE) that were included in our test.
• More than 5% of people visiting Google sites have at least one ad injector installed. Within that group, half have at least two injectors installed, nearly one-third have at least four installed.
• Thirty-four percent of Chrome extensions injecting ads were classified as outright malware.
• Researchers found 192 deceptive Chrome extensions that affected 14 million users; these have since been disabled. Google now uses the techniques we used to catch these extensions to scan all new and updated extensions.

We’re constantly working to improve our product policies to protect people online. We encourage others to do the same. We’re committed to continuing to improve this experience for Google and the web as a whole.

Posted by Nav Jagpal, Software Engineer, Safe Browsing

Cross posted from Think with Google.

Last month at the IAB’s annual leadership meeting, viewability—a metric that shows whether an ad was actually viewed—was the topic on everyone’s mind. This is hardly a surprise. According to the “5 Factors of Viewability” research that we published in December, more than half of ads online today never even have a chance to be seen—something we can and must change. 

As many of you know, we’ve long been advocates of the industry adopting viewability as a currency, a common metric to help both marketers and publishers improve their business results.

And we’ve already come a long way. Forward-thinking publishers are introducing ad units designed for maximum viewability, and thousands of advertisers have taken advantage of viewability-based buying on the Google Display Network since we rolled it out last year. Brands and agencies are prioritizing viewability in their buys, and are seeing that doing so drives better results. 

In fact, in tests we ran this month, advertisers measuring viewability based on the MRC standard for display ads with our Active View technology found that viewable ads saw conversion rates improve by as much as 50%. These viewable ads, with a minimum of 50% in view for a minimum of one second, drove a brand lift of 10.3% while non-viewable ads didn't contribute to lift at all. The business impact to buying based on the MRC standard is real.

While we have made some progress, there is still significant work for us to do as an industry to establish viewability as a currency. The conversation has started to devolve from a collective agreement to tackle the viewability issue to debates over viewability rates and how to value viewable buys. It’s a bit like arguing over whether a recipe needs one egg or two while ignoring the fact that the oven has caught on fire. We are so close to effecting real change on this issue; let’s not lose our nerve now.

It is imperative that we, as an industry, take three major steps:

1. Focus on counting viewable impressions; viewability rates don’t matter

Marketers are not saying that they want a percentage of their campaign to be seen; rather, they are saying they want to pay only for viewable impressions. In this request, viewability rates don’t matter, but the actual number of measured viewable impressions does. 

We believe the industry needs to aspire to 100% viewability, full stop. This means buying and selling only viewable impressions. I understand this is a significant challenge, one we're working to solve on our own media properties; without a solution, however, viewable impressions cannot become a currency for the industry.

2. Adopt a single standard for viewability

It’s critical that our industry accepts a single viewability standard, common to all. Without that, it will be impossible to determine the true value of a viewed impression; create scale; or optimize, pace, and forecast inventory effectively. 

Through collective discussion and analysis, our industry and the MRC worked hard to build and agree on a standard definition of viewability, one that we support. But since doing so, not all of us have supported it, with some advertisers and publishers recently suggesting new definitions. What we cannot do as an industry is resort to building around multiple standards. 

The way to move forward now is to accept the long-discussed, hotly debated, yet proven standard set by our industry. There will be plenty of opportunities for our industry to make adjustments and updates as our understanding of viewability evolves, but we’ll never have that opportunity if we don’t collectively take this first step and establish a true currency. 

3. Resolve discrepancies in measurement 

Discrepancies and low measurability rates are not acceptable, yet today they exist when publishers and advertisers compare viewability vendors. To put an end to these discrepancies, we must not only adopt a common standard but also ensure a shared process and method of measurement. A liter of water is always the same regardless of who does the measurement. The same should be true for viewable impressions.

To get here, we must integrate measurement technology directly into ad serving, with viewability data appearing directly alongside other campaign metrics, accurately reconciled for buyers and sellers.

Looking ahead at viewability

As a technology, viewability is still in its earliest stages; there are many exciting opportunities for us to solve collectively. For example, viewability on mobile will be crucial as consumers spend more and more time on their smartphones. Secondary engagement metrics such as viewable time and audibility (after all, video is about sight, sound, and motion) can start to offer an even fuller picture of an ad’s effectiveness. But our industry won’t get there if we’re still debating the standard itself. 

The best technologies are those that delight their users and then just get out of the way. We’ve come to expect this, for example, in instantly mapping out a route in a new city on our phones or having lunch delivered with just a few taps. My hope is that a year from now, viewability will be a true currency—and just as expected and as simple for everyone. 

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Neal Mohan, 

Vice President of Display and Video Advertising Products