The Open Measurement SDK (OM SDK) from IAB Tech Lab is an industry-standard solution that brings transparency and trust to digital advertising measurement. It enables advertisers and publishers to verify that their ads are being seen by real people, viewable on the device, and delivering value.
OM SDK solves a critical challenge for CTV, Mobile and online video: measuring ad impressions consistently across different platforms and partners. Without it, basic signals like placement on screen, transparency of overlays, quartile measurement are collected using different methodologies. This creates confusion and makes it difficult to compare results or detect problems like ad fraud.
OM SDK provides three core capabilities that protect your advertising investment:
The IAB Open Measurement SDK (OM SDK) offers common code and libraries for facilitating third-party access to measurement data. Sites and apps that integrate the OM SDK can send measurement signals to an API, the Open Measurement Interface Definition (OMID). Measurement providers can place tags that collect these signals.
By implementing OM SDK, companies gain independent, unbiased measurement that works with multiple verification partners simultaneously. This transparency helps optimize advertising spend, improves campaign performance, and provides the accountability needed to make confident marketing decisions.
Device Attestation is a mechanism to address the prevalent device spoofing problem faced in digital ads. The approach involves adapting the Privacy Pass protocol published by IETF to the digital ads verification use case. The Privacy Pass protocol enables web clients to assert a property about themselves without revealing private information. This document describes how Open Measurement SDK (OM SDK) facilitates apps and video players in asserting that the underlying device is authentic, so that measurement partners can independently verify that ad impressions are being rendered on authentic devices.
We’re pleased to announce additional CTV coverage within OM SDK as we launch OM SDK 1.5 with support for Samsung and LG TVs! Read the press release here to learn more about why this is an important step forward for measurement standards in the CTV ecosystem.
Please review the resources below for details about OM SDK CTV specific features, and to understand the capabilities and limitations. You will find both AndroidTV and tvOS SDKs are included in the native app builds, and the support for Samsung & LG devices are included in HTML5/Web Video SDK that can also be found in the Tech Lab Tools Portal.
What’s new in 1.5: an overview of updates including CTV and Picture in Picture
Web Video Onboarding Guide: a guide for integration partners (app developers, ad SDK providers)
Please review the resources below for details about the available native app sdks for CTV. This includes AndroidTV and tvOS SDKs and are included in the native app builds within the Tech Lab Tools Portal.
What’s new in 1.4: an overview of the CTV updates to the native app OM SDK, released as version 1.4
Native App Onboarding Guide: a guide for integration partners (app developers, ad SDK providers)
OM Enters CTV Webinar Recording: an overview from the experts about the CTV specific features, integration details and compliance process.
Quick Release Overview: a short overview about the OM SDK for CTV release and how to get started
OM SDK Web Vulnerability Advisory
The OM Web Video SDK was released in December 2020. Below are the integration resources to get started on this platform.
Quick Start Guide for Publishers: an overview of publisher specific implementation steps
Onboarding Guide for Integrators: a detailed guide for integrators
Web Capabilities and Limitations: a brief overview of OM Web Video SDK, how it works, and its capabilities and limitations
Getting Started with OM Web Video Webinar Recording: an overview of integration details, including reference app integration example, compliance details and new access modes overview.
IAB Tech Lab offers compliance service to validate the successful integration of OM SDK. Compliance certification verifies that your OM SDK implementation works with measurement providers.
The following documentation is available for developers who are implementing OM SDK.
Measurement Provider onboarding guide: an overview of how to enable measurement providers after integration
OpenRTB Advisory: details on how to indicate OM SDK capability in programmatic buying and selling with OpenRTB
OM SDK – Explained (Tech Lab Explainer)
Fast Tracking OM SDK Compliance (Blog post)
Open Measurement for Web Video Arrives (Blog post)
IAB Tech Lab Expands Open Measurement SDK Scope to Include Web Video (Press release)
Introducing the Next Milestone for Open Measurement (Blog post)
Open Measurement SDK: Show and Tell Webinar (Webinar Recording)
IAB Tech Lab Releases Open Measurement Software Development Kit for Market Adoption & Launches Compliance Program to Facilitate its Proper Use (Press Release)
Leadership Insights Into the Open Measurement SDK (Blog post)
Open Measurement SDK for Web Video Integration – Getting Started Webinars (Webinar Recording)
1.3 Release Webinar Recording (Webinar Recording)