Integral Ad Science (IAS), a technology and data company that analyse the value of digital advertising placements, will make its mobile verification SDK (Software Development Kit) for media quality measurement available on an open source.

The SDK will enable publishers to measure their mobile inventory without the need to integrate multiple SDKs from various partners.

According to IAS, the open source SDK will give publishers more control over the code implemented in their applications and enable them to detect technical issue more quickly. Furthermore, IAS says the SDK will cut down developers’ development time and improve ad load – making for an easier to manage process and more mobile inventory able to be measure.

“The marketing and advertising industries have faced challenges around fragmentation of not only media and devices, but also a lack of standards around infrastructure,” said Scott Knoll, CEO at IAS. “Following leaders like Google and Microsoft, we are embracing an open source approach and contributing over a year of development efforts back to the industry to make it more efficient for publishers and developers to implement, integrate, and ship code.”

IAS is initiating the SDK with a select number of partners currently and is working towards a widespread introduction to the market in early 2017.