IAB Takes Over Viewability Initiative Started By Ad Tech Firms

The Interactive Advertising Bureau today said its Tech Lab will take over management of the “Open Video Viewability” initiative, or OpenVV, a project focused on building open-source code that enables streamlined measurement of the Media Rating Council viewable impression standard for video advertising.

TubeMogul, BrightRoll, Innovid, LiveRail, and SpotXchange founded the viewability project, aiming for a common, agreed-upon standard for viewability. It has grown to 30 members from all over the Internet, and they will remain on the project after IAB assumes control.

"The IAB Tech Lab is about providing the digital marketing supply chain with ad technology services and solutions, and the ‘Open Video Viewability’ project fits squarely into our sweet spot,” said Scott Cunningham, senior vice president, technology and ad operations, IAB and general manager of the IAB Tech Lab, in a statement. “Between the industry’s acute need to accurately measure viewable impressions and the dramatic growth of digital video as a medium, it is critical that we coalesce around common interoperable technical approaches.”

1 comment about "IAB Takes Over Viewability Initiative Started By Ad Tech Firms".
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  1. Mani Gandham from Instinctive, June 20, 2015 at 11:27 a.m.

    It's good to see these collaborative projects, especially with the IAB involved. This is what should've been done for regular display impressions as well. We definitely need an open framework for all those ads that any network can use and not have to rely on the rather unknown quality of viewability vendors, especially with the ridiculous discrepancies they have compared to each other even when accredited.


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