IAB Tech Lab Expands Solutions for CTV Platforms
IAB Tech Lab's expansion represents an important step toward achieving standardised and reliable viewability measurement across all digital advertising platforms.
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IAB Tech Lab, a global digital advertising technical standards-setting body, announced the expansion of its Open Measurement Software Development Kit (OM SDK) to include Samsung and LG.
Anthony Katsur, CEO, IAB Tech Lab, said, “We’re seeing the importance of standardising campaign measurement and verification across digital ad platforms, especially with CTV’s growth. By expanding OM SDK for CTV to encompass additional platforms, we’re ensuring advertisers and agencies access consistent, normalised measurement metrics, ultimately addressing industry demands for improved cross-device and environment measurement, which supports increased ad spend on CTV platforms.”
Oracle Advertising’s Rachel Creel-McGuire, Vice President, Product Management, Oracle Moat, said, “By adopting this standardised approach to measurement, CTV app developers and buyers can collectively enhance the effectiveness and reliability of advertising across all digital channels. Leveraging the same open measurement signals across mobile app, web video, and CTV enables stakeholders to achieve greater consistency and transparency in advertising metrics, driving the industry towards a more accountable and efficient future.”
Also Read: Can Causal AI be The Ultimate Marketing Measurement Tool?
The expansion represents an important step toward achieving standardised and reliable viewability measurement across all digital advertising platforms.
OM SDK, renowned for its widespread adoption across iOS, tvOS, Android, and web video platforms, has extended its reach to address the increasing demand for holistic measurement solutions in CTV. With the addition of support for Samsung and LG platforms, OM SDK now covers a substantial portion of CTVs in households, amounting to a remarkable 40% of the market.
