Karolina BendrykSince last year, the OM SDK support has expanded to include Samsung (Tizen) and LG (webOS) CTV platforms. Adding those, the OM SDK now covers 40% of the CTV ad market. With no slowing down in sight, publishers might want to adopt the OM SDK sooner rather than later – if they want to monetize CTV ad traffic more effectively, that is. And if you need to renew your knowledge on this subject or find an answer to a specific issue, here’s a short guide to help you.
What is the OM SDK?
The Open Measurement Software Development Kit (OM SDK) is a tool created by IAB Tech Lab. Its goal: to standardize and simplify third-party collection of ads performance metrics (like viewability and verification).
The first version of the OM SDK supported only ads served on mobile apps – iOS and Android both. But, down the line, the kit also started covering ads for web videos. In 2022, the OM SDK was updated to support CTV ads and several streaming platforms (Apple TV, Android TV, Disney+, and others) have already implemented it since then. And it looks like their ranks will only continue to grow.
So, why’s everyone hopping on board? Multiple reasons, but it all starts with the time-saving part. Originally, app owners had to install multiple SDKs from multiple ad vendors to help them collect ad statistics. Each SDK demanded regular support and certification, burdening app developers considerably. Moreover, different SDKs tracked and displayed metrics differently, often confusing advertisers. The OM SDK release solved all these issues and then some.
So, how exactly does the OM SDK work?
The IAB Tech Lab developed a unified SDK that can connect to any measurement vendor. As a result, publishers don’t need to install multiple SDKs; they only need one.
Here’s how it works:
Publishers integrate the OM SDK with their applications.
The OM SDK collects ad performance data and encodes it into specific signals according to the OMID (Open Measurement Interface Definition) specification created by IAB.
Publishers’ apps send encoded data to the OMID API.
Vendors extract information from the OMID API using JavaScript tags to decode the signals.
The OM SDK uses two key components to provide the described process: the native and JavaScript libraries.
Native Library includes SDK native code publishers should install on their apps. It helps collect and encode various metrics, including ad dimensions, position on the screen, viewable time, and so on.
JavaScript Library contains libraries to implement OMID API and requirements for vendors to decode web signals from publishers. You can compare it with a dictionary that helps to translate words to other languages. Or, in our case, to other formats acceptable to vendors.
Which ad formats does OM SDK support?
The OM SDK supports different ad formats, including:
Display: Native and HTML display creatives (banners, interstitials).
Video: HTML5 video for web views, native in-app player video ads (in-stream, out-stream, rewarded).
You can also add new ad formats to the list, but only once the OM SDK is integrated and IAB Tech Lab officially certifies your app to use it. Likewise, adding new ad formats requires passing the certification process again. IAB provided specific instructions for it; check their Integration Validation Compliance Guide (page 12) to learn more.
What are the benefits of the OM SDK?
The OM SDK benefits extend toward both publishers and vendors, with each reaping specific rewards, like:
For publishers:
Maintenance and time savings. As we said before, OM SDK removes the need to install multiple SDKs and thus support, certify, and maintain them, freeing up development time and resources.
Stable app performance. Integrating multiple SDKs causes apps’ performance issues, such as slower loading times and crashes, leading to users’ annoyance, decreased number of downloads, and declined audience reach. Using the OM SDK mitigates these risks.
For ad vendors and advertisers:
Accuracy. The OM SDK follows a unified MRC data reporting standard, which provides vendors and advertisers with consistent, reliable, and comprehensive ad performance data. In contrast, third-party SDKs use their own logic to collect data, resulting in fragmented data statistics that make it difficult for advertisers to analyze and estimate inventory efficiency.
A greater level of transparency. More accurate ad performance also increases the trust in the inventories used to serve the ad. In turn, owners of these inventories get more offers to publish ads and increase traffic monetization. So, we have a win-win situation here for all involved parties.
The more customizable models – like our OM SDK-certified white-label mobile SDK – can also enhance user engagement with event tracking, first-party data collection (with user consent), and more advanced features.
Implementation & compliance — In practice
Integrating an Open Measurement SDK is not complicated. But it must be done correctly. Here is how we handle this at TeqBlaze.
First, the publisher or app developer integrates the OM SDK into their environment. It is important to add the official SDK package to the iOS or Android build when it comes to mobile app development. In web environments, the key components are an ad server or an SSP.
After integration, verification vendors connect through OMID. They do not inject heavy scripts directly into the page or app. Instead, they access standardized measurement signals provided by the SDK. This approach helps you reduce technical conflicts. You also get an excellent opportunity to improve performance.
The key practical components of such an implementation look as follows:
Ensuring the ad container properly signals viewability
Passing the correct ad session information
Supporting supported creative formats (display, video, rich media)
Testing measurement signals in real traffic conditions
Never underestimate the value of testing. You need to use validation tools before going live.
Once you have tested the setup, proceed with compliance practices. Almost any open measurement SDK overview will tell you that it doesn't imply full compliance by default. The SDK standardizes measurement, but it doesn't override local law.
You will still need to pay attention to:
GDPR consent collection
CCPA compliance (if applicable)
Proper data disclosure in privacy policies
Surely, OM SDK supports verification, but blocking harmful creatives remains your responsibility via ad server rules and supply filtering.
From an operational perspective, assign ownership. Engineering handles integration. AdOps handles vendor approvals. Legal specialists review privacy implications.
When implemented correctly, OM SDK simplifies verification relationships. Instead of managing multiple measurement scripts, you maintain one clean integration. With a disciplined approach, you can efficiently keep the integration secure and compliant.
OM SDK vs OMID
Now, let's compare OM SDK and OMID. People tend to mix these technologies, while they actually have fundamental differences. In general, OM SDK is a framework that sets standards for viewability and verification in digital ads. Meanwhile, OMID is primarily a technical specification inside the OM SDK.
The primary goal of developing an OM SDK specification was to solve the trust problem. Advertisers wanted independent verification. Publishers wanted fewer heavy scripts slowing down pages. Measurement vendors needed a single integration point.
Before OM SDK, every verification vendor added its own code. Pages became bloated. Apps slowed down. Viewability numbers did not always match.
OM SDK changed that. A publisher integrates the SDK once. Verification vendors plug into it through OMID. As a result, measurement happens in a controlled, standardized way.
OMID defines:
How signals are passed
How viewability is calculated
How verification scripts interact with the ad
Without OMID, vendors would measure differently. With OMID, everyone follows the same logic. For mobile apps, OM SDK is critical. App environments are closed. External JavaScript cannot easily access viewability signals. The SDK bridges that gap.
In short:
If you integrate OM SDK, you enable standardized measurement.
If a vendor says they support OMID, it means they work within that standard.
So, to conclude, OM SDK is the infrastructure, while OMID is the protocol inside it.
How to install the OM SDK native code?
The OM SDK native library can be downloaded from the IAB Tech Lab Tools Portal. To access it, publishers need to register an account, send a request to download it, and then complete a certification program. The OM SDK certification should be renewed annually to maintain compliance. The installation and certification process will vary depending on the operating system for which your app is developed. Once again, for more details, check the Integration Validation Compliance Guide.
Meeting all those requirements can be a challenge and a hassle though. With that in mind, TeqBlaze’s additional services include helping you prepare for the IAB Tech Lab certification program. You still have to pass certification yourself, but our experts will guide you through all the complexities, ensuring you have all the documents and knowledge required to complete certification successfully and quickly.
Troubleshooting
Now, let's proceed with some common OM SDK issues that we have encountered in our practice, along with solutions to them. Remember that small things affect reporting, so you need to have an adequate and efficient response to them.
First issue: Verification not firing
Check that the OM SDK version is up to date. Old builds cause conflicts. Also, confirm the ad session is created correctly. No session — no measurement.
Second issue: Viewability numbers look wrong
Make sure the ad container signals are passed properly. If the creative is wrapped multiple times, signals may be lost. Test with vendor validation tools, not assumptions.
Third issue: Measurement works on the web but not in-app
In-app requires proper SDK integration inside the app build. It cannot rely on browser logic. Recheck iOS or Android implementation guides.
Fourth issue: Discrepancies between vendors
OM SDK standardizes signals. It does not force vendors to use identical models. Small differences are normal. Large gaps usually mean a configuration problem.
Fifth issue: Ads slow down the app
Remove legacy verification scripts. If OM SDK is installed correctly, extra scripts should not be injected.
The key insight here is that most Open Measurement SDK problems are not technical mysteries. They are integration discipline problems. With a careful approach and attention to detail, you can handle all these problems without excessive complexity. The key point here is showing expertise and aiming at system control. Most practices are already pre-defined, and you or your technical team should just come up with a checklist aimed at predicting and preventing the most common issues in managing OM SDK.
To sum up
The OM SDK is widespread across iOS, tvOS, Android, and web video platforms. While it is not yet the industry standard across all platforms — with some still sticking to proprietary measurement solutions — many big players are already on board. With Android TV, Apple TV, Samsung Tizen, and others leading the charge, the OM SDK will keep on expanding its reach. So, if you want to ensure consistent, reliable ad viewability and verification across platforms and increase your monetization opportunities, the OM SDK is your safest bet.
FAQ
Do I need OM SDK certification to use it in my app, and who exactly gets certified?
No, not everyone gets certified.
The SDK implementation is what gets certified.
Usually the app publisher, SSP, or ad tech platform submits for validation.
Measurement vendors certify their own integrations separately.
If you just consume inventory, you typically don’t apply for certification yourself.
How often do I need to renew OM SDK compliance, and what triggers re-certification?
There is no fixed yearly ritual. But re-certification is usually triggered by:
Major SDK version updates
Significant app changes
New ad formats added
Changes in integration logic
How long does OM SDK implementation usually take?
It depends on complexity.
Simple mobile integration: a few days to 2 weeks
Large app with multiple formats: several weeks
What slows things down:
Poor documentation
Multiple ad wrappers
Lack of internal ownership
Which measurement vendors can work with OM SDK?
Most major verification vendors support it. In practice, an open measurement SDK overview for integration includes the following:
You integrate the OM SDK once
Vendors connect through OMID
No heavy extra scripts injected
What are the most common OM SDK integration issues?
Ad session not initialized correctly
Creative is wrapped too many times
Old SDK version
Missing consent signals
Conflicts with legacy verification tags
Is OM SDK required for CTV viewability?
Not strictly required. Some CTV platforms still use proprietary measurement. But OM SDK (or OM-based frameworks) are increasingly preferred because:
Advertisers want standardization
Vendors want consistent signals
Cross-platform campaigns need alignment
