NEW YORK--(BUSINESS WIRE)--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. TubeMogul, BrightRoll, Innovid, LiveRail, and SpotXchange founded the “Open Video Viewability” program with the belief that there should be an open, c
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