Google’s Brand Initiatives Bring Offline Metrics To Online Ads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost

Television media buyers who are familiar with gross rating point metrics — but struggling to understand digital measurements — now have tools from Google that bring the familiarity of measuring offline campaigns online. Google’s Active GRP and Active View integrate into the DoubleClick for Advertisers ad-serving platform used by publishers and marketers. The company launched a pilot program as a first step.

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