Google yesterday became the first large online ad network to charge clients only if their adverts have been seen, in a radical shake-up of pricing that affects more than 2m sites in its display advertising network.
“If you are an advertiser and a human being didn’t see your ad, then frankly nothing else matters,” said Neal Mohan, Google’s vice-president of display advertising products.
“If you are a marketer, why pay if a human being did not see the ad?”
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