Measurement underpins everything that we do. Tech Lab’s CEO Anthony said, “You can’t manage what you can’t measure.” He was talking about sustainability, but the statement stands across digital advertising as a whole. While the core of this initiative focuses on viewability measurement through the Open Measurement SDK, that doesn’t mean it’s limited to that topic.

We’ll continue to evaluate various types of measurement throughout the supply chain, especially as the addressability landscape continues to evolve, we’re likely to see an evolution of measurement standards along with it.