MoPub iOS Viewability

With the growth of in-app advertising, viewability measurement has become a requirement for marketers who want metrics for and transparency into the viewability of their campaigns. Mobile app publishers who don’t offer a verified way to measure viewability may miss out on ad budgets for which this measurement is a prerequisite — especially from brands.

MoPub SDK v.5.14 and Higher: Open Measurement SDK

MoPub SDK v.5.14 and higher have integrated IAB tech lab certified technology, the Open Measurement (OM) SDK. The OM SDK offers common code and libraries for facilitating access to measurement across third-party partners. This means you only have to integrate one SDK instead of individual SDKs for each partner.

MoPub is also IAB Tech Lab Standards compliant; refer to IAB documentation for details. In addition to the IAB certification, industry verification providers such as Integral Ad Science, DoubleVerify, and Moat have independently validated the OMSDK-MoPub integration.

As a publisher, you only need to upgrade to MoPub SDK v.5.14 or higher (refer to the iOS Integration Guide) to integrate the OM SDK. For more information on Open Measurement, refer to the IAB OM documentation.

Supported Ad Formats

MoPub supports viewability measurement on all ad formats on MoPub SDK v.5.14+, except for Direct Serve native and direct image upload formats.

For more information on best practices and FAQ, refer to our viewability best practices.

Open Measurement License

We have partnered with the IAB to provide Viewability measurement via the Open Measurement SDK as of MoPub SDK v.5.14.0. To view the full license, visit

MoPub SDK v.5.13 and 5.13.1

MoPub SDK versions 5.13.0 and 5.13.1 do not include a measurement SDK. Starting with MoPub SDK v.5.13.0, the Moat and IAS viewability SDKs have been removed. Viewability tracking logic is no longer operational via these proprietary SDKs.

MoPub SDK v.5.12 and Lower

This section contains legacy information. Prior to MoPub SDK v.5.13, MoPub partnered with both IAS and Moat to implement their respective measurement SDKs into our MoPub SDK through GitHub and CocoaPods.

IAS and Moat

To support viewability and other measurement reporting, MoPub SDK versions 4.16 and higher integrate technology from our partners, Moat, Inc. (“Moat”) and Integral Ad Science, Inc. (“IAS”). As a publisher, you only need to upgrade to version 4.16 or higher of the MoPub SDK (refer to the iOS integration guide). You can then remove or disable this technology by following the opt-out instructions below.

If you do not remove or disable IAS’s and/or Moat’s technology in accordance with these instructions, then you agree that IAS’s privacy policy and license and Moat’s privacy policy, terms, and license, respectively, apply to your integration of these partners’ technologies into your application.

Supported Ad Formats

All display and VAST video ads are supported. MoPub will support native ads at a later date.

Integrate Viewability (Opt In)

To take advantage of viewability measurement, simply upgrade to the latest version of the MoPub SDK. Viewability is supported through the MoPub iOS SDK on GitHub and CocoaPods. No additional work is required.

Validate Your Integration

Validate that you have integrated properly by reviewing your device log output. Follow the instructions below. Avid is the IAS library.

  1. Validate that the Moat and IAS SDKs are present. This will occur when the initial ad is loaded in an app session and only occurs once per app session.

    • MOPUB: [Viewability] MOAT SDK was found.
    • MOPUB: [Viewability] IAS SDK was found.
  2. Validate that the viewability session began. Tracking will start when a banner ad loads or when an interstitial ad is shown to the user.

    • MOPUB: [Viewability] MOAT tracking started
    • MOPUB: [Viewability] IAS tracking started
  3. Validate that the viewability session ended when the ad is deallocated.

    • MOPUB: [Viewability] MOAT tracking stopped
    • MOPUB: [Viewability] IAS tracking stopped

Opt Out of Viewability Measurement

On MoPub SDK versions 4.16 and higher, where viewability is enabled by default, follow these instructions if you want to disable it in GitHub or CocoaPods.

GitHub Integration Opt-Out

Before dragging the MoPubSDK folder from Finder into your Xcode project, navigate to MoPubSDK/Viewability/ in Finder, and remove the Moat folder to opt out of Moat, or the Avid folder to opt out of IAS. To opt out of both vendors, remove both folders.

Note: Even if the Moat and/or Avid folders do not exist in the Xcode Project Navigator, if they do exist in your computer’s file system, build errors can occur. To avoid build errors, be sure that the folders and the contained files have been removed from the MoPub SDK’s Viewability folder in your computer’s file system, and that there are no references to these files or folders in your Xcode project.

CocoaPods Integration Opt-Out

Including pod 'mopub-ios-sdk' in your Podfile will include both IAS and Moat SDKs, in addition to the MoPub SDK.

  • pod 'mopub-ios-sdk/Avid' will include the MoPub SDK and the IAS SDK, but not the Moat SDK.
  • pod 'mopub-ios-sdk/Moat' will include the MoPub SDK and the Moat SDK, but not the IAS SDK.
  • pod 'mopub-ios-sdk/Core' will only include the MoPub SDK, with viewability measurement totally disabled.

Make sure to run pod update once your Podfile is set up to your preferences.

Validate Your Opt-Out

You can validate that you have correctly opted out if there are no IAS or Moat logs in the device log output.


You can also receive reporting on your direct campaigns through IAS or Moat if you have direct relationships with either partner. To collect viewability measurement, add the IAS or Moat tags that you received from your partner to the HTML creative in the MoPub UI.

Reporting can be broken out by app, ad unit, line item, creative ID, and other dimensions, by inserting MoPub macros into the IAS or Moat tags. For more information on supported fields, review our list of macros.

To view human-readable names in the Moat or IAS UI, you must provide a mapping of IDs to names to each partner. You can access the IDs and their associated names through the Publisher Reporting API Campaign Report.

Last updated August 28, 2021

TWITTER, MOPUB, and the Bird logo are trademarks of Twitter, Inc. or its affiliates. All third party logos and trademarks included are the property of their respective owners.

© 2021 MoPub (a division of Twitter, Inc.)