Dive Brief:

• Viewability is an issue for digital marketers, and Google is meeting that challenge head on with a new DoubleClick product called vCPM. And the "v," it stands for 100% viewable.
• The 100% viewable ads however do come at a price – a 30% premium.
• At the same time this option covers the three main concerns that advertisers have on digital ads. 

Dive Insight:

Publishers and advertisers have worried about ad fraud, ad blocking and viewability when it comes to digital ads. Google is easing one of those concerns with vCPM that guarantees ads are 100% viewable before marketers are charged for those placements.

Laurent Cordier, director of partner business solutions at Google, told Digiday, “We’re convinced viewable impressions will become the currency rather than impressions on which advertisers, brands and publishers transact.” 

Viewability is an ongoing issue for marketers, and YouTube, after pushback, recently offered its advertisers the option to use third-party verification of views starting next year.

Google told The Financial Times, “We’re committed to meeting all of our clients’ measurement needs” and “are taking our clients’ feedback into account as we continue to roll out new solutions.”