Google announced the company will charge for viewed display ads only. Brad Bender, vice president of product management of the Google Display Network, stated Google is going to migrate all of the CPMsin the system to viewable CPMs. This change is expected to benefit the advertiser, especially after Google stats show 56% of online display ads never have a chance to be viewed. This will help advertisers to track viewable metrics, and plan their following steps more wisely in their advertising strategy. There are various reasons listed as the cause of invisibility: because they are positioned low on a page, because they have scrolled out of view, or when they are placed in a tab that isn’t active.