Google Clicks with GRP & IAB Standards

Google’s new Active GRP and Active View are on IAB standards and measure viewable impressions, as opposed to clicks or performance-oriented metrics.

According to one Google executive, the move is about making sure “that digital media is an environment that really works for brands” and “helping brands … truly and effectively measure the efficacy of their campaigns online.” Of course, they will also make it easier for brands to compare online and offline marketing initiatives.