IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the expansion of its Open Measurement Software Development Kit (OM SDK) to include Samsung and LG. The expansion represents an important step toward achieving standardised and reliable viewability measurement across all digital advertising platforms.
OM SDK, known for its widespread adoption across iOS, tvOS, Android, and web video platforms, has extended its reach to address the increasing demand for holistic measurement solutions in CTV. With the addition of support for Samsung and LG platforms, OM SDK now covers a substantial portion of CTVs in households, amounting to 40% of the market.
The company emphasised that fragmentation of measurement signals across various platforms has long been a challenge. OM SDK for CTV aims to address this issue by providing a unified framework for measuring CTV-specific viewability signals like TV off, device type, and how long the user has been watching, similar to its successful implementation in mobile apps and web video. Advertisers and buyers, confronted with the escalating complexity of CTV inventory, can leverage the standardised measurement provided by OM SDK signals to ensure transparency and accountability in their campaigns.
CTV advertising platforms like Freewheel, Direct TV Advertising, and Bedrock Streaming have already integrated OM SDK for Android TV and TV OS, securing IAB Tech Lab certification.
“We are seeing the importance of standardizing campaign measurement and verification across digital ad platforms, especially with CTV’s growth. By expanding OM SDK for CTV to encompass additional platforms, we are ensuring advertisers and agencies access consistent, normalized measurement metrics, ultimately addressing industry demands for improved cross-device and environment measurement, which supports increased ad spend on CTV platforms,” Anthony Katsur, CEO, IAB Tech Lab, said.
“By adopting this standardized approach to measurement, CTV app developers and buyers can collectively enhance the effectiveness and reliability of advertising across all digital channels. Leveraging the same open measurement signals across mobile app, web video, and CTV enables stakeholders to achieve greater consistency and transparency in advertising metrics, driving the industry towards a more accountable and efficient future,” Oracle Advertising’s Rachel Creel-McGuire, Vice President, Product Management, Oracle Moat, said.
