This week’s guest blog post is contributed by Katrina Estrella, Communications Manager, Oracle Data Cloud.
Recently, the IAB Tech Lab released its Open Measurement Software Development Kit (OM SDK) to provide seamless 3rd party viewability and verification measurement for ads served in mobile app environments.
The initiative was an entirely collaborative effort with Oracle’s Moat, comScore, DoubleVerify, Google, Integral Ad Science, and Pandora each contributing their different perspectives and technologies to the industry-wide effort.
Together, these founding members comprised the Commit Group, which worked toward the goal of bringing seamless integration for mobile measurement, ad verification, and flexibility for advertisers and agencies.
It’s no secret that we’ve shifted to an always-connected, on-the-go lifestyle, and mobile is the catalyst. As we noted in a previous blog post, U.S. adults spent more than 900 percent additional time on mobile in 2017 than in 2008. We all know that time is money—that’s why mobile received the majority of advertising revenue in the first half of 2017, according to the IAB and PwC.
And it’s clear that the time we spend inside apps is now behind almost all of that growth in mobile usage. In 2017, U.S. adults spent 2 hours and 51 minutes a day on mobile internet, according to eMarketer—in-app represented 2 hours and 25 minutes, or 85 percent of that time.
But even as the exponential growth in digital has made mobile in-app measurement imperative, the Media Ratings Council (MRC) recognized that it is highly complex.
Moat foresaw the mobile in-app environment as a growing opportunity and acknowledged the importance of measurement for the platform. As the first provider to receive MRC accreditation for viewability measurement on mobile, Moat has deployed and administered metrics across thousands of apps.
Through the development of the OM SDK, Moat is able to contribute its long-standing expertise to continue mobilizing trusted measurement and viewability. (Check out our Moat blog for more on mobile video measurement.)
The Commit Group was formed to combine the expertise of major brands and develop a technology that benefits the industry as a whole. The result is a software eliminating the need for multiple SDKs from 3rd party viewability measurement companies.
The OM SDK is highly functional and reduces issues with memory and lag caused by integrating a variety of SDKs. It allows advertisers to use their preferred ad verification vendor for mobile in-app measurement without expending additional engineering resources to ensure integration with all partners. It enables streamlined, transparent, and trusted measurement within in-app environments.
Ultimately, the OM SDK enables greater scale for measurement and creates more opportunity for the ecosystem at-large. Measurement on mobile in-app has become challenging for the industry as a whole, with 3rd-party providers requiring multiple SDKs for viewability and verification measurement.
The OM SDK addresses this problem by reducing fragmentation and amplifying transparency.
Eventually, adoption across the industry will ensure seamless integrations and dependable metrics, in turn creating greater confidence and validation of the efforts made by brands investing in mobile environments.
Supporting the development of the OM SDK underscores Moat’s vision to provide trusted independent measurement and empower brands to make smarter media decisions. During the adoption phase, Moat is actively working with customers to examine their inventory to ensure seamless transition.
Moat data remains the same on both the OM SDK and Moat SDK, so Moat customers have access to their full set of analytics.
As a key contributor of the Commit Group, Moat will continue working together with its fellow members on future IAB initiatives to improve measurement and transparency for publishers, advertisers, and the industry as a whole.
About Katrina Estrella:
Katrina is the communications manager for Moat, a SaaS analytics measurement provider for marketers and publishers that is part of the Oracle Data Cloud.
Prior to this role, she managed public relations, marketing communications, and executive thought-leadership for brands in B2B enterprise tech.