Google today launched Gadget Ads, a new interactive rich media ad format which will allow advertisers to measure users’ responses to the ads, as well as updating ad content in real time.

The new ads designed for use across Google’s network of sites, and aims to offer a way for internet users to interact with ad content in a way that is not possible with standard web ads. 

The measurability of the Gadget ads will appeal to advertisers, and goes beyond merely measuring how many people clicked on an ad.

Instead, advertisers will be able to see how many users interacted with the ads in a number of ways. For instance, in the case of video ads, advertisers can see how much of a video has been watched, whether menu controls were used, and so on. 

For web users, the ads avoid the need to click through to another website, as all content can be viewed within the ad on the website you have visited.

Google has been running a beta of the new ad system with a group of AdWords advertisers, including Honda, Intel and Paramount. Some examples of the Gadget ads can be viewed here.

Google will set some standards for users of these ads – animations longer than 15 seconds will not be permitted, reading or writing cookies is also forbidden, as are popups or other external alerts.

Advertisers can choose from CPC or CPM pricing models for the Gadget ads, while Google will be offering the usual targeting options available to help place the ads effectively.

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