Google has announced that it will only charge advertisers for ads that are 100% viewable. This comes on the heels of Apple releasing ad blocking software for iPhone that has surely resulted in advertisers fearing that digital marketing spend on display ads will be wasted if ads are blocked. Even current data, which shows that 56% of display ads never had the chance to be shown, has caused worry among advertisers. Ad blocking will only further discourage advertisers from spending money on display ads. Obviously, this is bad news for Google since its bread and butter is in ads. The company is very shrewd to take whatever steps it can to prevent advertisers from pulling back on display ad spend. It will be very interesting to see whether ad blocking will impact digital advertising decisions and how this will impact Google's business.
Source: http://9to5google.com/2015/09/30/google-display-ads-viewable/
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