In the US, the IAB Tech Lab has released its Open Measurement Software Development Kit (OM SDK). Third parties can now measure and verify viewability for ads served in mobile apps without having to use measurement provider SDKs.
Established in 2014 in New York and San Francisco, the non-profit IAB Tech Lab helps companies implement technical standards across the interactive marketing and digital advertising arena. The organization says market adoption of its new OM SDK will support scaling in-app measurement, increase confidence and flexibility for buyers, and consolidate fragmented inventory. OM SDK is available on iOS and Android platforms and includes 'begin-to-render' impression measurement; viewing verification, as per the Media Rating Council definition; multiple ad types - display, native, native video, HTML, video etc; and video verification via all versions of the 'digital video ad serving template' (VAST).
Several major app publishers and ad SDK providers, as well as third-party measurement/verification providers tested the OM SDK in a limited release period, to ensure it is fully functional and ready for industry-wide use. Dennis Buchheim (pictured), SVP and General Manager, IAB Tech Lab, comments: 'Historically, publishers have integrated separately with each of many vendors' SDKs to ensure proper measurement and verification, and buyers have been frustrated when publishers didn't support a preferred vendor. With the OM SDK, key parties came together to make this seamless. These founding members - comScore, DoubleVerify, Google, Integral Ad Science (IAS), Oracle's Moat, and Pandora - made this possible by providing insights, technology, and other major contributions throughout the development of the SDK'.
Download the OM SDK and onboarding guide / more information at https://iabtechlab.com/OMSDK .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.