Every Media Buyer wants simplicity, affordability and success when purchasing advertising. For online display media, the universal ad package (728×90, 300×250, 160×600, 180×150) was developed to make buying and creating online ads seamless across all websites. Since 2011, the Interactive Advertising Bureau’s (IAB) has been making ripples with their Rising Stars ad units and is receiving even more buzz lately. As inventory slowly increases, Media Buyers are able to test more and see results.
Imagine being able to express your display advertising campaign reach in the same way you do your television campaigns…it’s coming soon! Google and comScore recently announced their partnership to work together to provide their clients with gross rating points (GRP’s) for display advertising.
This is all part of Google’s Brand Activate Initiative that they rolled out about a year ago. The initiative is made up of solutions to issues marketers deal with when advertising online. At that time, Google began working on what they needed to do in order to achieve/implement each solution. The first two solutions Google presented were Active GRP and Active View.