IAB Tech Lab issues first software: A universal SDK for viewability

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The struggle over ad viewability has been compounded by the different kinds of data available.

To help remove that variable about ad display, the Interactive Advertising Bureau (IAB) Tech Lab has released in limited beta an Open Measurement software development kit (SDK) that it hopes will become the standard for acquiring data about ad viewability in apps. This the first software product issued by the Tech Lab.

An API to do the same thing for websites is scheduled for publication by year’s end, with code available early in 2018.

Although there are a variety of ways to look at the data, viewability comes down to measuring how much of a digital static, rich media or video ad was shown, and whether it was seen by — you know — an actual human.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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