IAB Tech Lab Extends OM SDK Support to Emerging CTV Ad Formats
· 3d ago · Originally reported by AOL.com
The IAB Tech Lab announced that its Open Measurement SDK will support emerging connected TV ad formats, broadening standardized viewability and verification measurement beyond mobile and web into CTV. No further details were provided in the announcement excerpt.
Why it matters
Standardized measurement in CTV helps advertisers verify that ads were actually seen and reduces reliance on proprietary vendor SDKs, improving transparency in a fast-growing channel.
Explain it like I’m new here
It's like everyone agreeing to use the same ruler to measure TV commercials on streaming apps, so advertisers and sellers can finally compare results fairly.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Open Measurement SDK (OM SDK)
The Open Measurement SDK (OM SDK) is an IAB Tech Lab standard toolkit that lets verification vendors measure viewability and invalid traffic inside apps and other environments through one shared integration.
SDK (software development kit)
An SDK (software development kit) is a package of pre-built code developers add to apps to provide features, such as showing ads, measuring installs or analytics, without building them.
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