Moat and IAS Metrics Added to Mopub Developer Kit

Twitter-owned mobile ad network MoPub has launched a software development kit (SDK) with viewability support from independent metrics firms Integral Ad Science (IAS) and Moat. Publishers using the kit can offer measurement of viewability and other metrics for their in-app ad inventory.

MoPub's Head of Commercial Partnerships Meridith Miller said in a blog the aim is to build a scalable solution helping both buyers and sellers of ads. 'For in-app publishers, we know that supporting multiple SDKs can be resource-intensive and disruptive. For marketers, and the DSPs [demand-side platforms] who support them, we also know that they typically have a measurement partner of choice'.

Metrics from both IAS and Moat will be available by default in any of the platform's c.49,000 apps, once a publisher updates to the latest SDK. Publishers looking to enable viewability measurement for their direct campaigns or mediated network partners can also do so through the integrated SDK. MoPub says ad buyers have become focused on viewability measurement but it is relatively new for in-app publishers. Citing the experience of sports utility app TheScore, she comments: 'Yet we know from the maturity of the metric on desktop that this data is just as valuable to a publisher as it is to a marketer'.

Jason Cooper, General Manager, Mobile at IAS comments: 'This partnership will enable publishers to drive greater revenue potential while providing brands with trusted metrics and actionable insights to improve their in-app buying decisions'.

Web site: www.mopub.com .