Google's Mohan on using IAB standards for new metrics

04/23/2012 | Advertising Age (tiered subscription model)

Google's adoption of televisionlike metrics for measuring ad effectiveness takes the emphasis off click and conversion as the standards, writes Michael Learmonth. The company's "Active View" technology, for example, uses Interactive Advertising Bureau standards to measure viewable impressions. The long-term initiatives intend to "make sure that digital media is an environment that really works for brands," Google Vice President Neal Mohan says in a video interview here.

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