Open Measurement SDK: What it is and how to slice it

Since 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.

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.

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.