IAB Tech Lab Brings in Open Source Viewability Project

In the US, trade association the IAB (Interactive Advertising Bureau) is taking over the running of the 'Open Video Viewability' initiative (OpenVV) set up by five ad industry firms looking to establish an open, common standard for viewability measurement.

The project is focused on building open source code that enables streamlined measurement of the Media Rating Council (MRC) viewable impression standard for video advertising. From its original sponsors TubeMogul, BrightRoll, Innovid, LiveRail and SpotXchange, the group grew quickly to encompass in two years more than 30 members from across the video ecosystem. All the founder companies are members of IAB's Tech Lab, under whose aegis the project will continue as part of the Digital Video Technical Standards Working Group .

Scott Cunningham, the IAB's SVP Technology and Ad Operations, and General Manager of the Tech Lab, says the initiative 'fits squarely into [the Lab's] sweet spot', explaining: '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.'

Keith Eadie, TubeMogul CMO, comments: 'Now that a standard is in place from the MRC, there is no better home for OpenVV than the IAB Tech Lab, which will help broaden adoption of the technology and get us get closer to a future where every video ad has an opportunity to be seen and acted on'.

Founded in 1996, the IAB is headquartered in New York City . The Tech Lab can be found online at www.iab.net/techlab .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.