Google announced Thursday a new integration with the Open Measurement Software Development Kit (OM SDK) in an effort to provide mobile advertisers with more options for viewability measurement in Google Mobile Ads (GMA) and Interactive Mobile Ads (IMA).

The open measurement SDK, developed by the IAB Tech Lab, offers popular code and libraries for advertisers to facilitate access to measurement information by third parties.

“The Open Measurement (OM) initiative by IAB Tech Lab makes it simpler for ad buyers and vendors to work together to measure viewability and other verification needs,” said Dennis Buchheim, EVP and IAB Tech Lab’s general manager. “The sales side rapidly adopted OM,And we’re asking brands, organizations, and Demand Side Platforms (DSPs) to become more involved and use what OM provides.


Continue Reading: http://fundingprofitsblog.com/2019/08/16/google-upgrades-iab-tech-labs-open-measurement-standard-for-third-party-viewability-measurement/