With Google AdSense transitioning to a per-impression (eCPM) monetization structure, web publishers must shift optimization efforts from purely driving clicks toward maximizing active session duration and ad viewability rates.
1. The Active Viewability Metric
Advertisers in Google Ad Manager bid through programmatic auctions. Ad slots with verified viewability rates exceeding 70% command CPM bids up to 300% higher than below-the-fold units that users scroll past without viewing.