The consortium of video ad tech companies which set out to harmonize measurement standards using open-source code is celebrating its first anniversary having grown its membership six-fold, says one of the founding members.

OpenVV launched a year ago under the auspice of TubeMogul, Brightroll, Innovid, LiveRail and SpotXchange to open-source software for measuring true video viewability, the metric by which advertisers increasingly want to measure whether their video ads are really being viewed by consumers.

“We’re now over 30 companies, including measurement companies, ad serving companies, creative companies, ad exchanges, publisher ad servers – all involved in the same initiative,” says Innovid CTO Tal Chalozin. “Over 90% of ads delivered on the internet are measured by one of the OpenVV players.

Chalozin was a panelist at the Beet.TV Video Ad Fraud Summit where we sat down with him.     The event was sponsored by comScore, Innovid and TubeMogul. Video from the event can be found here.