IAS Opens Up SDK to Help Measure Mobile Inventory

New York-based advertising intelligence specialist Integral Ad Science (IAS) has unveiled and open source software development kit for mobile verification, allowing publishers to measure their mobile inventory without the need to integrate multiple SDKs.

IAS is known for its TRAQ Scores (TRue Advertising Quality), which evaluate media environments to give a quantifiable measure of media quality, and a year ago it gained two US patents for its video measurement and brand safety technology.

The company worked on its SDK with support from Ansible, Google, InMobi, Lenovo, the Media Rating Council (MRC) and others, in order to bring more transparency for mobile viewability measurement for publishers, marketers and agencies. App developers are currently required to integrate multiple SDKs from a variety of partners to receive measurement across inventory, but Integral says that with its open source SDK, they 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.

CEO Scott Knoll (pictured) adds: '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'.

Web site: www.integralads.com .