Google incorporates OM SDK into inapp offering
|Christian Hargrave in Analytics Tuesday, August 20, 2019|
Google has officially integrated the OM SDK into their AdMob and Google Ad Manager, which now allows over 85% of in-app display and video impressions to be measured.
Advertisers can now more easily verify their Google in-app investment at scale with their vendor of choice through the integration of the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK).
The Open Measurement initiative, led by the IAB Technology Laboratory and Open Measurement Working Group, works to create a universal standard for app publishers to integrate and provide standardized measurement data for advertisers. IAS contributed its own proprietary SDK in 2017, which later became the OM SDK, unlocking the future of measuring viewability at scale.
“This initiative has really proved the power of what we can do when we come together as an industry to solve complex challenges. Google is one of the largest mobile in-app inventory providers in the world and its integration of the OM SDK notably scales the opportunity for advertisers seeking independent, third-party ad verification,” said Joseph Ranzenbach, Director of Product Management, IAS.
Advertisers can now use Open Measurement wrapped tags on both Google Mobile Ads (GMA) and Interactive Mobile Ads (IMA) SDKs. For display ads, advertisers can use the same tags they are already using as our Single Tag solution includes coverage for OM. This transition is seamless. For video ads, we receive the original VAST from advertisers and return a VAST wrapped URL for trafficking. This VAST tag is OMID compliant and includes coverage for AVID as well.
Become a subscriber of App Developer Magazine for just $5.99 a month and take advantage of all these perks.
MEMBERS GET ACCESS TO
- - Exclusive content from leaders in the industry
- - Q&A articles from industry leaders
- - Tips and tricks from the most successful developers weekly
- - Monthly issues, including all 90+ back-issues since 2012
- - Event discounts and early-bird signups
- - Gain insight from top achievers in the app store
- - Learn what tools to use, what SDK's to use, and more