The addition of Active View for publishers is part of a larger shift towards focusing on ad viewability, not ads served, as a baseline for digital advertising campaign measurement. At the end of March, the Media Rating Council lifted its recommendation to avoid transacting based on viewable impressions. “We believe [the viewability standard] will be the new foundation of digital advertising in the future,” Ahari said.
Publishers using DoubleClick platforms won’t need to pay extra, change tags or do anything else to start using Active View, which Ahari described as “built into the foundation of all our platforms.” There’s still more to come, she said. “We'll be creating new and innovative solutions to make viewable impressions a true currency,” Ahari revealed.