Google Moves to Improve Display Network Ad Viewability

[engine]

Google is well aware of the problems of ad viewability, and has said it's making three improvements. All CPM campaigns on the display network will be upgraded to viewable campaigns (vCPM). There's also viewable frequency capping which allows advertisers greater control over the number of times an ad will be shown to the same visitor. Additionally, there's new reporting metrics breaking down impressions that were viewable, and percentage of impressions viewable, and percentage of viewable ads that were clicked.

For years, brand advertisers have been looking for ways to ensure their online ads are seen. This can be difficult — 56% of all display ads and 46% of all video ads aren’t viewable because they’re below the fold, scrolled out of view, or in a background tab. For several years, we’ve been working to help advertisers address this challenge and today we are introducing 3 key improvements: the upgrade of all CPM campaigns to viewable CPM campaigns; new viewable frequency capping; and supplementary reporting metrics built on the viewability standard. Google Moves to Improve Display Network Ad Viewability [adwords.blogspot.com]

[RhinoFish]

Who bids CPM on GDN?

[aristotle]

Who bids CPM on GDN?

I've been thinking about starting an image ad campaign, only targeting certain websites that I choose. And i've been wondering if CPM might be better because if I understand how it works, then fraudulent and accidental clicks wouldn't hurt you when using CPM. But obviously it also depends on the CTR as to whether CPM gives better results overall than CPC.

Anyway, are you saying that CPM is a bad idea on GDN, and if so, why?
Thanks

[RhinoFish]

Some good input for you:
[support.google.com...]

[aristotle]

Thanks RhinoFish -- There are only three specific sites that I want to advertise on, and want to try image ads to see what happens. I've been thinking that CPM might be better than CPC because click fraud won't hurt you. But I suppose that trial and error is the only sure way to determine which is best.

[Thalamus]

Why not just contact those sites directly, and do a direct Flat Rate / CPM buy?

This way you can cut out the middleman and if they have DFP they can launch the campaign for you pretty easily.

[aristotle]

Why not just contact those sites directly, and do a direct Flat Rate / CPM buy?

Thanks for the suggestion. I may try that later, but I just set up an Adowrds campaign yesterday and uploaded some images, and want to seew what happens.

So far the only image that's gotten any impressions (34 yesterday, 12 today, but no clicks) is the "small banner". Does anyone know why that's the only one to get any impressions so far?