Google’s DV360 introduces custom viewability controls for stricter ad standards
Google has rolled out new custom viewability controls in Display & Video 360 (DV360). Advertisers can now adjust settings to ensure their ads meet stricter visibility standards. The update goes beyond the current industry benchmarks for display and video campaigns.
Previously, the platform relied on standard definitions set by the IAB and MRC. These required at least 50% of an ad’s pixels to remain visible for one second (display) or two seconds (video).
The new feature lets advertisers define their own viewability thresholds. They can set the percentage of the ad on screen, the minimum time it must stay visible, and even audibility levels. Quartile-based thresholds for video completion are also adjustable.
Google’s Active View technology powers these measurements. The custom metrics work alongside existing MRC-accredited reporting and advanced visibility tools already in DV360. Viewability data for video campaigns is now available within hours of running. Before this update, DV360 followed the default industry standards. Third-party providers like Meetrics and Integral Ad Science (IAS) offered similar customisation, but Google has now integrated these options directly into its platform.
The change gives advertisers more control over how their campaigns are measured. They can now push for 100% on-screen visibility if needed. Real-time reporting and stricter thresholds aim to improve transparency and performance in digital ad spending.
