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People are spending more time on their mobile phones, especially in apps, and move across screens frequently. As people\u2019s usage of mobile apps has grown, so has the importance of standardizing the way viewability<\/a> is measured on mobile devices.<\/p>\n Today we\u2019re sharing how we\u2019ve made in-app inventory more measurable through the IAB Tech Lab\u2019s Open Measurement standard<\/a>. Integrating the Open Measurement Software Development Kit (SDK) into both our Google Mobile Ads (GMA) and Interactive Media Ads (IMA) SDKs has allowed us to enable Open Measurement on 85+ percent of in-app display and video impressions on Google AdMob and Google Ad Manager publishers. This means that buyers of this inventory can now take viewability measurements using solutions like Integral Ad Science, DoubleVerify, Comscore, and Moat in addition to measurement that was previously available with Active View.\u00a0\u00a0<\/p>\n \u201cIAB Tech Lab\u2019s Open Measurement (OM) initiative makes it easier for ad buyers and sellers to work together for viewability measurement and other verification needs,\u201d said Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab. \u201cThe sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what OM offers.\u201d\u00a0<\/p>\n Advertisers can get started today by appending Open Measurement enabled tags from their viewability vendor of choice to their creatives.<\/p>\n Measurement vendors are lauding this development as progress for a more measurable future. Joseph Ranzenbach, Director of Product Management, IAS says, “Google’s adoption of the Open Measurement SDK is a huge step in moving the industry forward and creating more transparency for advertisers.” Sumit Shukla, SVP, Strategic Partnerships, Comscore says, “It\u2019s important for Brands to consistently measure viewability across the entirety of their media buys. With Comscore\u2019s cross-platform campaign measurement as a trusted market currency, this close partnership with Google further helps Brands measure what matters.”\u00a0\u00a0<\/p>\n Viewability continues to be an integral part of measuring ad effectiveness\u2014it helps advertisers understand if their ad had the opportunity to be seen and it helps publishers offer more high-quality inventory.<\/p>\nViewability measurement unlocks high-performing In-app inventory for advertisers<\/h3>\n