Google has just rolled out CPM bidding by viewable impression in AdWords, earlier last week.
CPM bidding means that you pay based on the number of ‘impressions’, or times that your ads have been shown, that you receive on the Google Display Network.
Advertisers using display bidding will only be charged for the ad impressions that are viewed in-screen by users, as opposed to the traditional ‘served impression’ basis. Served impressions are recorded by ad servers and are counted, regardless of whether the ad itself has been fully loaded and viewable to the user.
To go along with the move away from served impressions, Google has also delivered new reporting metrics, powered by Active View (Google’s viewability measurement solution) that will affect SEO.
All campaigns, even ‘remarketing ones’, can now engage in viewable CPM bidding on the Google Display Network.