Integral Ad Science, the technology and data company, has announced that it will open source its mobile verification software development kit (SDK) for media quality measurement. With this SDK, publishers will be able to measure their mobile inventory without the need to integrate multiple SDKs from various partners. With industry support from Ansible, Conversant, Google, InMobi, Lenovo, Médiamétrie, the Media Rating Council, MoPub, OpenX, The Trade Desk (NASDAQ: TTD), and other industry leaders, IAS is focused on moving the industry forward and driving greater transparency for publishers, brands, and agencies.
“The marketing and advertising industries have faced challenges around fragmentation of not only media and devices, but also a lack of standards around infrastructure. Following leaders like Google and Microsoft, we are embracing an open source approach and contributing over a year of development efforts back to the industry to make it more efficient for publishers and developers to implement, integrate, and ship code,” says Scott Knoll, CEO, IAS.
“With support from across the industry, we are already seeing our community acknowledge the importance of engaging in cross collaboration to ensure all members of the digital ecosystem have a voice in solving problems related to viewability in mobile environments. This approach cuts years off for advertisers to be able to measure viewability on 100 percent of their mobile campaigns, compared to the small percent they are currently able to measure.”
An open source SDK will mitigate numerous challenges currently faced by the industry with existing solutions. For publishers, the current installation process requires significant development work, adding latency and risk of updates affecting other pieces of the application. With an open source SDK, publishers will have more control over the code implemented in their applications and gain the ability to detect technical issues more rapidly.
App developers are currently required to integrate multiple SDKs from a variety of partners to receive measurement across inventory. With an open source SDK, developers can cut down on development time and improve ad load time, making the entire process easier to manage and more mobile inventory able to be measured.
Initiating the open source SDK with a select number of partners in Q4 2016, IAS is working closely with industry leaders and associations to ensure widespread adoption, feedback, and commitment. The aim will be to introduce this to market in early 2017.