Twitter’s MoPub mobile ad exchange incorporated viewability measurement support from independent measurement providers Integral Ad Science and Moat into its updated software-development kit.
Application publishers on the MoPub exchange will now be able to offer in-app inventory that is measurable for viewability.
MoPub head of commercial partnerships Meridith Miller said in a blog post that the measurement SDKs of IAS and Moat were incorporated into MoPub’s SDK, giving the more than 49,000 apps on the MoPub exchange access to their viewability measurement.
Miller added that publishers seeking to enable viewability measurement for direct campaigns or mediated network partners can do so via the MoPub SDK.
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