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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