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Open Measurement

More Viewability with IAB’s Open Measurement

Posted Oct 15, 2019

If you asked any digital marketer today what’s one thing they would want more of, the last thing they’re going to tell you is “fragmentation,” or more things to keep track of, more vendors, more rules of operation, more code. More realistic answers might be: I want more transparency, more accountability, more (or rather, better!) measurement.

The IAB Open Measurement SDK standard does all of this, while also reducing fragmentation by offering common code and libraries for facilitating third-party access to measurement data. That’s why, when working on our latest update to our own mobile ad software development kit (SDK) for app developers, we decided to not just combine our banner display and programmatic offerings into a single SDK, but also to add the IAB Open Measurement Standard. 

Easy Integrations for Developers
Adding the IAB Open Measurement standard means that all existing viewability and measurement integrations are moved into a single part of the SDK, making it much easier for developers. It also means that we can – and will – support even more measurement options in the future, without requiring additional SDK releases for developers. 

Sites and apps that integrate our SDK will also automatically include the Open Measurement SDK, so measurement signals will be sent to an API, the Open Measurement Interface Definition. Measurement providers place tags that collect these signals.

Up until now, publishers had to integrate separately with each vendor’s SDK to get proper measurement and verification. And these vendors or systems, because they are independent of the systems that serve and display ads, were not always easy to implement. In order to give the measurement vendor access to the data it needed, there often had to be code for multiple providers all in one app. 

This got extremely confusing for publishers, and brands, agencies and DSPs got frustrated when publishers didn’t support a preferred vendor. Bringing it all together under one SDK increases confidence and flexibility for buyers, which in turn equals greater spend. And, best of all, this makes mobile app advertising even more scalable. 

Transparency for Advertisers
The IAB’s Open Measurement SDK standard launched in April 2018, but like many initiatives, is only effective when adopted widely by all players in the digital advertising ecosystem. Last month Google adopted it for its mobile ads and interactive mobile ads, which is a significant step forward for the movement. 

Our own integration of the Open Measurement standard demonstrates our commitment to leading best practices when it comes to advertising transparency and accountability. We were the first mobile ad SDK to be integrated directly with the three most-trusted global measurement partners; Moat, DoubleVerify, and Integral Ad Science. We also fully support the IAB’s app-ads.txt programmatic standard, offering even more security and transparency for all parties. 

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