SANTA MONICA, Calif. – Could an IAB Tech Lab measurement initiative herald the future of video ad measurement?
Open Measurement SDK (OM SDK) is designed to facilitate third party viewability and verification measurement for ads served to web video and mobile app environments.
In this video interview with Beet.TV, James Wilhite, VP of Product at Publica by IAS, said he believes it will have significant application in connected TV (CTV).
Despite its availability for over a year, some players have yet to adopt the OM SDK fully, though IAB announced Samsung and LG adoption in May.
“It’s going to enable true attention on CTV, not panel-based,” Wilhite explained. “We’re not talking 5,000 households, 10,000 households, we’re saying full attention for everybody that’s watching television that integrates OM SDK.”
The adoption of the OM SDK will provide transparency, helping to combat fraud in CTV and ultimately leading to increased CPMs and publisher revenue over time. By tracking user actions such as …