The IAB Tech Lab is assuming governance of a new technical tool for mobile in-app viewability measurement – the Mobile Verification Open-Source Software Development Kit (SDK) – originally conceived by Integral Ad Science (IAS). This marks the first acquisition for the IAB Tech Lab Tool Repository, which will host technical solutions that benefit the industry-at-large and complement broader industry standards.
Introduced to the marketplace late last year, the Mobile Verification Open-Source SDK will allow app publishers to measure their mobile inventory without integrating multiple SDKs from various partners. The open-source solution will also improve user experience by reducing the load time necessary to run verifications against numerous SDKs.
The IAB Tech Lab will work with IAS, alongside representatives of Ansible, Conversant, Google, InMobi, Lenovo, Médiamétrie, Moat, MoPub, OpenX, and The Trade Desk, as well as the 4A’s and the Media Rating Council, to further develop the Mobile Verification Open-Source SDK. Other member companies are welcome to take part in the initiative by joining the IAB Tech Lab Coalition for Open Measurement. The first version of the SDK is expected to be released in the first half of 2017.
Streamlining mobile viewability measurement is crucial to achieving scale, and we look forward to working all of the companies and organizations that have been involved to advance this initiative. It’s a great way to kick off the new IAB Tech Lab Tool Repository. We expect to be making even more technical solutions available to the marketplace soon.
The Wall Street Journal | Ad Trade Groups Push for Standardized Mobile Viewability Metrics
