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.

“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.”

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 goal is to “simplify mobile viewability measurement for app publishers and establish better user experience for consumers,” the IAB said. The open-source solution will also improve user experience by reducing the load time necessary to run verifications against numerous SDKs.

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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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