Google incorporates OM SDK into inapp offering

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.