IAB Tech Lab Assumes Governance of Mobile In-App Viewability Measurement Tool

Governance of a mobile in-app viewability measurement technical tool, introduced into the market last year and originally conceived by Integral Ad Science (IAS), will be assumed by the Interactive Advertising Bureau Technology Laboratory, wrote Alanna Gombert, the lab's general manager, in a Friday blog post. The Mobile Verification Open-Source Software Development Kit will permit app publishers to measure their mobile inventories without needing to integrate multiple SDKs from different partners, she wrote. It "will also improve user experience by reducing the load time necessary to run verifications against numerous SDKs," she said. IAB Tech Lab will work with IAS and other partners including Google, InMobi and Lenovo, to further develop the tool, with a first version expected to be released sometime in the next six months, said Gombert.