Streamlining Viewability Measurement
A Game-Changer for Mobile Publishers
The Interactive Advertising Bureau (IAB) Tech Lab has introduced a groundbreaking solution to simplify in-app ad viewability measurement. The Open Measurement Software Development Kit (OM SDK) is set to transform how mobile publishers handle viewability metrics, addressing long-standing challenges in the industry.
The Mobile Advertising Boom
Tackling Viewability Challenges
With mobile in-app advertising revenues projected to surpass $117 billion by 2020, a staggering 200% increase from 2015, the need for efficient viewability measurement has never been more critical. App publishers have struggled to provide accurate viewability metrics to advertisers, often forced to integrate multiple SDKs from various providers.
OM SDK: One SDK to Rule Them All
Simplifying Integration for Publishers
The OM SDK offers a universal solution, eliminating the need for multiple SDK integrations. This innovative approach allows mobile publishers to collect metrics from third-party viewability measurement and verification providers through a single, streamlined SDK.
How OM SDK Works
Bridging the Gap Between Publishers and Measurement Providers
Utilizing a native library for iOS and Android, along with a JavaScript API (OMID), the OM SDK collects crucial signals such as container geometry and playback events. These signals are then published via the OMID API, making them accessible to third-party measurement providers without requiring their individual SDKs.
Supported Ad Types
Comprehensive Coverage for Modern Advertising
The OM SDK supports a wide range of ad formats, including:
- Display ads (HTML5 banners and interstitials)
- Native ads (image and text)
- Native video ads
- HTML5 video in webviews
Industry Reception
A Welcome Solution for Publishers
Publishers have enthusiastically embraced the OM SDK, recognizing its potential to address the complexities of multiple SDK integrations. The shared source code approach offers unprecedented transparency, allowing publishers to understand the underlying processes better.
Future Implications
Paving the Way for Advanced Measurement Solutions
Industry leaders believe the OM SDK will not only simplify viewability measurement but also lead to new solutions in fraud prevention and evolving industry measurement guidelines. This initiative marks a significant step towards standardization and efficiency in mobile advertising measurement.