Ad exchange MoPub adds viewability support via measurement firms
Mobile ad exchange MoPub has launched a new version of its software development kit (SDK), featuring viewability support from ad measurement firms Integral Ad Science and Moat. MoPub, which is owned by Twitter, offers more than 49,000 apps through its platform, which will all feature the new integration. The move was made to offer greater viewability for customers, particularly as the support of multiple SDKs can use up significant resources.

MoPub, which helps mobile publishers manage their ad inventory, has released a new version of its software development kit (SDK) with added viewability support from ad measurement providers Integral Ad Science (IAS) and Moat.

The Twitter-owned mobile ad exchange boasts more than 49,000 apps on its platform, all of which will have the IAS and Moat integration enabled as default.

The integration was made due the growing importance of viewability amongst marketers and the fact that supporting multiple SDKs can eat up resources, according to a blog post from MoPub’s head of commercial partnerships Meridith Miller. Furthermore, publishers can enable the viewability measurement for their direct campaigns or mediated network partners through the SDK.

“Unlike on the buy-side, viewability is relatively new for in-app publishers,” said Miller. “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.”

The IAS and Moat integration is available to MoPub publishers in the latest version of the MoPub SDK, while buyers can access the platform’s measurable inventory by contacting their account team or DSP partner.

“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,” said Jason Cooper, general manager of mobile at IAS. “We are excited to partner with MoPub to improve transparency in the programmatic in-app market with a scalable solution that benefits both in-app publishers and marketers alike.”