SpotX has become the latest company to integrate the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK), its third-party in-app ad viewability and measurement tool.
The tool helps facilitate third-party viewability and verification measurement for ads served to mobile app environments without using multiple measurement provider SDKs.
SpotX VP of brand safety and inventory operations Nick Frizzell said the OM SDK allows publishers to access multiple SDKs collapsed into a single integration, which “simplifies the process without sacrificing functionality”.
“With so many marketers investing in mobile app advertising, measuring mobile impressions is more important than ever, and yet it remains a challenge across the industry," Frizzell said. “We are advocating for all of our clients to adopt it.”
|This article is filed under Tech Talk: A collection of brief news items on programmatic buying, mobile ads and all forms of adtech and martech tools and platforms.|
DoubleVerify chief operating officer Matt McLaughlin said the OM SDK is a “critical tool” that enables advertisers to get consistent media quality signals across environments, “resulting in greater transparency and giving brands greater confidence in their digital investment”.
IAB Tech Lab has certified 39 companies to use the Open Measurement SDK since it was first released in October 2017. This is more than double the 17 companies it had certified by December last year.
Certified companies include Flipboard, Gameloft, GetDabbl, Google, Inmarket, InMobi, Intowow, Pandora and Tapjoy in the US; BuzzSDK, Display.io, Madvertise and Teads.tv in Europe; Pokkt and Verse.in in India; Bytedance in China and Mezzomedia’s Signal-Play and Manplus platforms in Korea.