Get the most important digital marketing news each day.
IAB Tech Lab launches new Tool Repository with a viewability SDK
The SDK, originally developed by Integral Ad Science, provides an open-source framework for monitoring in-app ads.
The Tech Lab at the Interactive Advertising Bureau (IAB) has made its first acquisition for a new Tool Repository.
The Lab announced late last week that it will take over control of an initiative originally conceived and developed by Integral Ad Science, an ad verification and measurement service.
Called the Mobile Verification Open-Source Software Development Kit and expected to be released in the first half of this year, it helps app publishers set up monitoring of in-app ads without relying on multiple SDKs from multiple ad platforms or other partners.
For the time being, Lab GM Alanna Gombert told me, the SDK is focused only on monitoring in-app banners’ viewability, but it might be extended at some point to help monitor other kinds of in-app ads.