Dive Brief: 

• Google has worked with the Media Rating Council to define viewable ads using the Interactive Advertising Bureau's proposed standard and promises to only charge for ads that are seen by real people. 
• The result is a viewability product called "Active View" that helps ensure that at least 50% of the ad is displayed for one second or longer. 
• The changes will help combat a problem in the industry of invisible ads and help to thwart ad fraud of selling these false impressions. 

Dive Insight: 

As the world's largest ad network, Google holds a certain responsibility to address issues of fraud like invisible ads. The industry has struggled with the definition of what is truly a viewable ad, and now that Google has stepped up and defined it for themselves, other ad networks will likely fall in line with their standards.