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Smaato expands mobile in-app ad measurements

With consumers now spending 53 of every 60 minutes on mobile in apps, Smaato, the mobile advertising platform for publishers and app developers just announced new initiatives for in-app viewability measurements.

The company is now providing advertisers with a more proven way to transact viewable, in-app impressions across mobile video, interstitial and banner ad format thanks to an integration with Moat as part of its iOS and Android SDKs.

In addition, Smaato will be collaborating with industry leaders to support viewability through the IAB Tech Lab Open Measurement Working Group and by developing an open-source SDK that provides multiple viewability vendors.

Consumer time in mobile apps is currently estimated at 2.3 hours a day with countries such as China, South Korea, Japan and Brazil featuring even higher numbers – up to four hours per day. In line with this growth, in-app marketing has driven mobile ad spending.

“Advertisers are rapidly moving their digital ad dollars to in-app, and in-app ad viewability has become a top priority for them,” explained Georg Fiegen, COO of Smaato. “Bundling viewability into Smaato’s SDKs simplifies the process of measuring ad inventory viewability, which is key for publishers who want to unlock greater revenue opportunities with premium brands.”

The new Smaato viewability enhancement is fully supported by Moat’s Media Rating Council (MRC) accredited measurement tool for advanced transparency.

The Smaato platform now reaches over 90,000 mobile publishers and one billion unique mobile users worldwide.

Jonah Goodhart, SVP of Oracle Data Cloud and Moat Co-Founder, adds:

“We’re excited to work with Smaato and look forward to continuing efforts as part of a larger industry coalition to ensure that open-source initiatives that we support deliver high-quality measurement.”