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.”