Google will soon no longer charge advertisers for views when their ads are blocked by users.
About 56 percent of display ads are invisible to users, the company noted in a statement posted Wednesday to Google's Inside AdWords blog. "Soon, we’ll make the [Google Display Network] one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact."
It's a significant change, according to Wireless Week, which reported that this majority of display ads are invisible to users because of the popularity of ad-blocking software.