By Ayesha Salim

Following P&G’s chief brand officer Marc Pritchard’s criticism of the “murky at best, fraudulent at worst” media supply chain, the pressure is mounting on the industry to clean up its act and increase transparency around viewability.

Speaking to The Drum at Mobile World Congress (MWC), Jason Cooper, mobile general at technology and data company, Integral Ad Science (IAS) said its Open Source SDK initiative can help marketers by providing a “unified approach to measuring viewability”.

Cooper said that app developers and publishers can take advantage of IAS’s open sourced software development kit (SDK) to measure their mobile inventory Read full story ›

Source: The Drum