Google Unveils New Online Marketing Metrics
The first initiative is called Brand Activate and they are unrolling it in two components.
1)Active View- measures impressions. The qualifications for what constitutes an actual impression is a bit ambiguous. It will be reviewed by the Media Rating Council.
2)Active GRP- measures the reach and frequency of a campaign and gives real time data.
As the video link and article explain, this is only the first step in redefining modern brand marketing. Brands should try to become early adopters to avoid wasting any more ad dollars on outdated methods.