IAB Tech Lab Takes Over Management of ‘Open Video Viewability’ Initiative, Originally Founded by TubeMogul, BrightRoll, Innovid, LiveRail & SpotX
The Interactive Advertising Bureau (IAB) today announced that the IAB Tech Lab will now be managing the “Open Video Viewability” initiative, or OpenVV, a project focused on building open source code that enables streamlined measurement of the Media Rating Council (MRC) viewable impression standard for video advertising.