<b>In-app viewability: MOAT vs IAS — measured, not marketed</b>

<b>In-app viewability: MOAT vs IAS — measured, not marketed</b>
In-app viewability is harder than web because the SDK must report what's actually on screen, not just rendered. Two heavyweights, different philosophies.

<b>Oracle MOAT</b>
✓ Strong on attention metrics beyond MRC viewability (hover, audibility)
✗ Oracle Advertising wind-down created continuity risk — check current status before relying

<b>IAS (Integral Ad Science)</b>
✓ Open Measurement SDK (OMSDK) compliant, broad exchange integration
✓ Better brand-safety + viewability bundled for in-app
✗ Pre-bid in-app segments thinner than its web coverage

The gotcha both share: OMSDK adoption by the publisher SDK is mandatory. No OMID, no real in-app viewability — you're getting modeled estimates.

<b>Verdict:</b> verify OMSDK integration on your supply first; pick IAS for active, supported in-app coverage.
<b>Best for:</b> brand buyers needing verified in-app viewability.