The struggle over ad viewability has been compounded by the different kinds of data available.
To help remove that variable about ad display, the Interactive Advertising Bureau (IAB) Tech Lab has released in limited beta an Open Measurement software development kit (SDK) that it hopes will become the standard for acquiring data about ad viewability in apps. This the first software product issued by the Tech Lab.
An API to do the same thing for websites is scheduled for publication by year’s end, with code available early in 2018.
Although there are a variety of ways to look at the data, viewability comes down to measuring how much of a digital static, rich media or video ad was shown, and whether it was seen by — you know — an actual human.