{"id":302427,"date":"2017-01-06T05:00:00","date_gmt":"2017-01-06T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/iab-tech-labs-simplifies-mobile-viewability-takes-control-verification\/"},"modified":"2017-01-06T05:00:00","modified_gmt":"2017-01-06T05:00:00","slug":"iab-tech-labs-simplifies-mobile-viewability-takes-control-verification","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/uk\/news\/iab-tech-labs-simplifies-mobile-viewability-takes-control-verification\/","title":{"rendered":"IAB Tech Labs Simplifies Mobile Viewability, Takes Control Of Verification"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">by Laurie Sullvian, <a href=\"http:\/\/www.mediapost.com\/publications\/article\/292415\/iab-tech-labs-simplifies-mobile-viewability-takes.html\">MediaPost<\/a><\/p>\n<p>The Interactive Advertising Bureau (IAB) said Friday the Tech Lab will take responsibility for governance of the Mobile Verification Open-Source Software Development Kit (SDK) initiative, formerly managed by Integral Ad Science (IAS).<\/p>\n<p>The goal is to \u201csimplify mobile viewability measurement for app publishers and establish better user experience for consumers,\u201d the IAB said. This marks the first acquisition for the new IAB Tech Lab Tool Repository, which will host tech tools\u00a0that benefit the industry.<\/p>\n<p>The Mobile Verification Open-Source SDK was introduced late last year. It allows\u00a0app publishers to measure their mobile inventory without integrating multiple SDKs from various partners.<\/p>\n<p>\u201cThe open-source solution will also improve user experience by reducing the load time necessary to run verifications against numerous SDKs,\u201d Alanna Gombert, SVP, technology and ad operations, IAB, and GM, IAB Tech Lab, wrote in a blog post.<\/p>\n<p>The IAB Tech Lab will work with IAS, alongside representatives of Ansible, Conversant, Google, InMobi, Lenovo, M\u00e9diam\u00e9trie, Moat, MoPub, OpenX and The Trade Desk, as well as the 4As and the Media Rating Council.<\/p>\n<p>Other member companies are welcome to take part in the initiative by joining the IAB Tech Lab Coalition for Open Measurement, Gombert added.<\/p>\n<p>The IAB Tech Lab expects to release the initial version of the SDK in the first half of 2017.<\/p>\n<p>Read the original article on MediaPost <a href=\"http:\/\/The%20Interactive%20Advertising%20Bureau%20(IAB)%20said%20Friday%20the%20Tech%20Lab%20will%20take%20responsibility%20for%20governance%20of%20the%20Mobile%20Verification%20Open-Source%20Software%20Development%20Kit%20(SDK)%20initiative,%20formerly%20managed%20by%20Integral%20Ad%20Science%20(IAS).%20The%20goal%20is%20to%20&quot;simplify%20mobile%20viewability%20measurement%20for%20app%20publishers%20and%20establish%20better%20user%20experience%20for%20consumers,&quot;%20the%20IAB%20said.%20This%20marks%20the%20first%20acquisition%20for%20the%20new%20IAB%20Tech%20Lab%20Tool%20Repository,%20which%20will%20host%20tech%20tools%20that%20benefit%20the%20industry.%20The%20Mobile%20Verification%20Open-Source%20SDK%20was%20introduced%20late%20last%20year.%20It%20allows%20app%20publishers%20to%20measure%20their%20mobile%20inventory%20without%20integrating%20multiple%20SDKs%20from%20various%20partners.%20&quot;The%20open-source%20solution%20will%20also%20improve%20user%20experience%20by%20reducing%20the%20load%20time%20necessary%20to%20run%20verifications%20against%20numerous%20SDKs,&quot;%20Alanna%20Gombert,%20SVP,%20technology%20and%20ad%20operations,%20IAB,%20and%20GM,%20IAB%20Tech%20Lab,%20wrote%20in%20a%20blog%20post.%20The%20IAB%20Tech%20Lab%20will%20work%20with%20IAS,%20alongside%20representatives%20of%20Ansible,%20Conversant,%20Google,%20InMobi,%20Lenovo,%20M%C3%A9diam%C3%A9trie,%20Moat,%20MoPub,%20OpenX%20and%20The%20Trade%20Desk,%20as%20well%20as%20the%204As%20and%20the%20Media%20Rating%20Council.%20Other%20member%20companies%20are%20welcome%20to%20take%20part%20in%20the%20initiative%20by%20joining%20the%20IAB%20Tech%20Lab%20Coalition%20for%20Open%20Measurement,%20Gombert%20added.%20The%20IAB%20Tech%20Lab%20expects%20to%20release%20the%20initial%20version%20of%20the%20SDK%20in%20the%20first%20half%20of%202017.\/\">here<\/a>.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>by Laurie Sullvian, MediaPost The Interactive Advertising Bureau (IAB) said Friday the Tech Lab will take responsibility for governance of the Mobile Verification Open-Source Software Development Kit (SDK) initiative, formerly managed by Integral Ad Science (IAS). The goal is to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[77,79],"class_list":["post-302427","portfolio","type-portfolio","status-publish","hentry","portfolio-types-news","portfolio-types-press-coverage"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAB Tech Labs Simplifies Mobile Viewability, Takes Control Of Verification - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/news\/iab-tech-labs-simplifies-mobile-viewability-takes-control-verification\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAB Tech Labs Simplifies Mobile Viewability, Takes Control Of Verification\" \/>\n<meta property=\"og:description\" content=\"by Laurie Sullvian, MediaPost The Interactive Advertising Bureau (IAB) said Friday the Tech Lab will take responsibility for governance of the Mobile Verification Open-Source Software Development Kit (SDK) initiative, formerly managed by Integral Ad Science (IAS). 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