In-App Viewability is a noble cause. It’s perfectly reasonable for brands to demand to pay only for mobile ads which are actually viewed by a human, right? That’s exactly why viewability has become such a crusade for clients and agencies, and has birthed an AdTech sub-industry of viewability tracking companies.
There’s just one problem with tracking viewability in an in-app environment – the SDK’s needed to do the tracking. Up until now each tracking vendor has had their own tag which must be appended to the ad unit by using an SDK. But every time a new SDK is added to a publisher’s app its speed slows down (creating latency) and can even cause the app to stop working altogether. This has created a reverse-logic situation in which even highly-viewable publishers, like Pandora and Flipboard as examples, can’t add new SDKs to prove the viewability metrics they’re already delivering. That’s where the Open Source SDK comes in to save the day.
Over a year ago the digital media industry recognized the need to create a universal SDK which all tracking vendors could use. This would allow brands to use the tracking tag of their choice but only require publishers to add a single all-in-one SDK to their apps. Hence the Open Source SDK initiative was born. And now, a year later, the IAB’s Tech Lab has just debuted Open Source SDK to an eager mobile industry. This is one of those rare triple wins in business where buyers (clients), sellers (publishers), and intermediaries (tracking vendors) all benefit from a single technological breakthrough. Well done guys!