Dive Brief: 

• Google is becoming more transparent with advertisers about the viewability of video ads. 
• The search giant—and owner of YouTube—will be providing advertisers data on the percentage of ads that were 50% in view and seen for at least two seconds. The search giant is also expected to be able to tell advertisers whether the ad was viewed with sound or on mute later this year.
• Reporting will be available to all campaigns within Google's DoubleClick ad-tech system, but will have to use the DoubleClick reporting tool to view stats. 

Dive Insight: 

The standard for viewability is consistent with what many ad industry groups are suggesting—although some agencies and organizations are demanding higher standards, like Unilever. With a heavy hitter like Google getting on board with more transparency with viewability, it can't be long until more ad exchanges and platforms follow.