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In-App Viewability Makes Strange Bedfellows Out Of Fierce Competitors
Published on March 15, 2017 • AdExchanger (US)
Viewability vendors, including Integral Ad Science, DoubleVerify and Moat, are banding together in an uneasy alliance to tackle in-app viewability using open-source software – but the problem is far from solved.
“The spirit of the open-source initiative is a good thing,” said Moat CEO Jonah Goodhart. “It’s not comprehensive measurement, though.”