Open Measurement SDK (OM SDK)

Measuring ads inside mobile apps used to be messy: every verification vendor wanted app developers to add its own SDK. The IAB Tech Lab's Open Measurement initiative fixed this with one shared SDK that app developers or ad SDKs integrate once, and a common interface (OMID) that any authorised vendor's measurement script can use.

OM SDK exposes the signals needed for viewability, such as the ad's size, position and visibility on screen, and supports invalid traffic detection and some brand safety context. It has versions for iOS and Android, and has expanded to web video and connected TV environments. Vendors that use it can be accredited for in-app metrics.

For app publishers, adopting OM SDK makes their inventory measurable and so more attractive to brand buyers. For advertisers, it means in-app and CTV buys can be verified in the same way as web buys. It also replaced much of the measurement role once played by VPAID in video, with interactivity handled separately by SIMID.

Think of it like this

OM SDK is like installing one universal power socket in every hotel room, so guests from any country can plug in their devices without bringing their own adapters.

An example

A mobile games developer in Turkey integrates the OM SDK through its ad mediation SDK; within a month, its inventory is measurable by the major verification vendors and brand-campaign CPMs rise.