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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.

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