In December 2016, we announced our decision to open-source our in-app viewability measurement solution. We’re excited to announce that the IAB will be governing this initiative going forward. With their leadership, we hope to make this solution a true industry standard.
Augmented reality (AR), virtual reality (VR), and a combination of the two known in the industry as mixed reality (MR) have the potential to create a whole new platform, ecosystem, and media that will offer new and exciting ways to engage with customers.
Despite influx of investment, mobile still faces significant measurement challenges preventing us from truly understanding the impact of the medium. The primary reason behind this challenge is the lack of cookies in mobile applications.
Wearables, such as the recently released Apple Watch, offer an opportunity for brands to reach audiences in a personalized way, offering true one-to-one marketing. While the industry is still in beta for wearables, there are factors that can be examined during these early stages to prepare for when this new opportunity is ready to be fully embraced.