A Scaled Solution for Mobile In-app Viewability Measurement

Maria Breza, Senior Director of Platform Operations

With today’s Open Measurement Software Development Kit (SDK) announcement from the IAB Tech Lab, there are some positive changes underway in the world of viewability measurement for mobile in-app - changes that will benefit both advertisers and publishers - and I am excited that Pandora has been at the forefront of leading these monumental changes for the industry.

Pandora is one of six industry leaders participating as a Commit Member of the Open Measurement Working Group (OMWG). To reinforce our commitment to transparency across ad measurement, Pandora has dedicated investment and resources toward the creation and development of the v1 OM SDK solution announced today. The goal of the OM SDK is to facilitate third party viewability and verification measurement for ads served to mobile app environments without requiring multiple Measurement Provider (Ad Verification Service Providers) SDKs. This SDK will allow a much more seamless integration for app developers, and will result in more flexibility and choice for advertisers regarding their measurement partners, increasing advertisers’ confidence in their in-app advertising buys.

The New Viewability Measurement Available on Pandora

Starting today, advertisers will be able to take advantage of this enhanced flexibility on Pandora. We have fully integrated the OM SDK and now offer support for many new measurement vendor tags. I am excited to enable advertising partners to apply these new viewability and fraud measurement solutions for their mobile in-app campaigns. The OM SDK integration into the Pandora mobile app means:
  • Pandora now supports viewability measurement from all vendors currently supporting the OM SDK, including: Integral Ad Science, DoubleVerify, comScore, and Moat.
  • Advertisers have the flexibility to choose a preferred measurement partner to measure mobile in-app campaigns on Pandora.
  • Measurement metrics available includes both viewability and fraud.
  • Viewability measurement is available on our direct sold display and auto-play video (APV) inventory, with plans to include both direct sold and programmatic channels in the near future.

A Giant Leap Forward for Mobile Measurement

At Pandora, we have been at the forefront of finding a competitive and scalable solution to overcome the measurement challenges of mobile in-app, and today we are proud to be a part of a leadership team that has enabled the industry to take a giant leap forward. As the leader in mobile app time spent per visitor monthly (22 hours per month)1, our belief has always been that finding a universal measurement solution would be the only way for mobile advertising to truly be measurable, ultimately driving scale for mobile advertising marketplace as a whole. Integrating the universal code directly into our app signifies not only the importance of this initiative has for our business, but also provides the necessary speed to market and scaled adoption for all of our advertising partners.

At the end of the day, this new measurement offering helps demonstrate the quality of Pandora’s environment, which we know is an important aspect for advertisers looking to value their campaigns in today’s digital landscape.

To find out more about the IAB Tech Lab’s announcement today, visit IAB Tech Lab or to learn more about advertising on Pandora, visit us at www.pandoraforbrands.com.

Maria Breza is the Senior Director of Platform Operations at Pandora leading ad measurement strategy. Maria is currently responsible for the end-to-end development of advertising technology platforms that support Pandora's brand safety and ad verification capabilities. Previously, Maria was Regional Vice President of Client Services for the East. In that role she oversaw the teams responsible for end to end campaign management, responsible for developing solutions that increase client spend and drive revenue growth.

Source: 1 Pandora Public Metrics, Q4 2017