display.io in-app Inventory is certified viewable by IAB

display.io in-app Inventory is certified viewable by IAB

display.io in-app Inventory has been certified viewable by Internet Advertising Bureau (IAB)

NEW YORK – display.io is among the first to receive certification for Open Measurement SDK (OMSDK) from the IAB Tech Lab for Open Measurement integration and compliance. Brand advertisers can now buy display.io in-app inventory and automatically activate view ability reporting from Moat, Integral Ad Science and Double Verify without needing to take any action.

The news follows display.io‘s participation in the IAB Open Measurement workgroup charged with delivering a framework and software that supports third party view ability and verification for advertising served inside of mobile apps.

The proliferation of smart phones has irreparably changed internet consumption habits. People no longer use the browser as the primary way to find content. Now they access what they need on-demand through mobile apps. Yet, brands have yet to fully activate the reach and engagement of apps.


“We live in an app economy but that’s not necessarily reflected in brand advertiser spending habits” said CEO Stephen Caffrey. “These ad dollars are still largely isolated in the browser. At display.io our mission is to change this, and OMSDK represents a major step in that direction by finally giving brands the tools they need to measure the effectiveness of their spend in apps”

Comscore’s most recent update on the app economy (Global Digital Focus, 2018) highlighted the dominance of the app as the primary driver of mobile content consumption, with a whooping 88% of all time spent inside apps. The arrival of OMSDK is both timely and part of a major industry trend putting mobile app inventory into the media mix as a measurable channel for brands to reach their customers at scale.


display.io is a mobile in-app supply side platform helping brands, agencies and trade desks find their customers inside their favorite apps.

The IAB Technology Laboratory (IAB Tech Lab) is a nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards and solutions for the digital media and advertising industries.

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