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Despite rapid growth in in-app ad spendingroughly $20 billion is projected to be spent on them in 2018, a 25 percent uptick from the previous year, according to Statista.comthe difficulty in important tasks like gauging ad viewability has been a drag on the sector. A popular publisher such as Flipboard, for example, must integrate each verification provider's SDK one by one so advertisers can get metrics from the provider they prefer. It's tedious and time-consuming.

On Tuesday, however, the Interactive Advertising Bureau's Tech Lab released new guidelines that eliminate the need for multiple SDKs from third-party viewability and verification measurement companies. The effort, dubbed Open Measurement Software Development Kit, or OM SDK, only requires one SDK integration, instead of one for each individual provider.

"In-app measurement has always been a pain point," says Joe Barone, managing partner of brand safety at GroupM. "With the Open Measurement SDK built on shared source code, we'll be able to look under the hood easily, no longer struggling with having to review data from a wide variety of SDKs belonging to disparate vendors. Its widespread adoption will allow for seamless and dependable metrics and verification, which will give brands the confidence to increase their mobile in-app investments."

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