<b>In-app vs web inventory: viewability is not measured the same way</b>

<b>In-app vs web inventory: viewability is not measured the same way</b>

Buyers port web viewability assumptions into in-app and get burned. The MRC 'pixels-in-view for one second' rule exists in both, but the measurement plumbing is completely different.

Web
✓ JavaScript tags measure the actual viewport in real time
✗ Easily spoofed by stacked iframes

In-app
✓ Open Measurement SDK (OMSDK) reads native view geometry — harder to fake
✗ Requires the SDK to be integrated by the publisher; many small apps skip it
✗ Without OMSDK, you're trusting the exchange's self-reported number — basically unverified

So in-app viewability is potentially more honest but less universally instrumented. Demand OMSDK coverage figures before buying, not blended viewability percentages.

Verdict: trust in-app viewability only where OMSDK is live — otherwise it's a vanity number.
Best for: brand buyers extending display budgets into apps.