The advertising industry is in some chaos right now. Obviously, there’s a hot conversation about ad blocking, where people have completely had it and are using technology to turn off ads on web and mobile sites. There are also older concerns, like click fraud, where scripts pretend to click an ad, so the advertiser is tricked into paying for a click. This metric is called viewability, which basically accounts for who saw certain ads and what websites they ran on. 

A lack of transparency in viewability has become a big problem for advertisers. It’s such a problem that Google announced that it will only charge marketers for ads that are 100 percent viewable. Marketplace’s senior tech correspondent Molly Wood explains Google’s bold move.