Google Proposes New Metrics for Online Advertising / Active View and Active GRP.

Google introduced the first two components of Brand Activate: Active View and Active GRP.

The former is a bid to become the new standard for online impressions. The proposal, now being submitted to the Media Rating Council, will count a “viewed” impression as one that “is at least 50% viewable on the screen for at least one second.”

Active GRP, meanwhile, is the online equivalent of the Gross Rating Point, a metric used by the television industry to estimate how many people saw a given ad. Active GRP is a digital version that will calculate the reach and frequency of a campaign, but — unlike standard GRPs — lets advertisers react in real time. (Hence the “active.”)

A further explanation of the initiative is provided in the video above.