Samsung and LG Inclusion Boosts OM SDK Coverage to 40% of CTV Market

IAB Tech Lab, the leading authority on digital advertising technical standards, has unveiled the expansion of its Open Measurement Software Development Kit (OM SDK) to encompass Samsung and LG platforms. This significant development marks a crucial milestone in achieving standardized and reliable viewability measurement across all digital advertising platforms, particularly in the realm of Connected TV (CTV) advertising.

1. Expansion of OM SDK to Samsung and LG

   • The renowned OM SDK, known for its widespread adoption across various digital platforms, now extends its reach to Samsung and LG, addressing the growing demand for holistic measurement solutions in CTV advertising.
   • With this expansion, OM SDK now covers a substantial portion of CTVs in households, representing approximately 40% of the market.

2. Importance of Standardized Measurement in CTV

   • Anthony Katsur, CEO of IAB Tech Lab, emphasizes the significance of standardizing campaign measurement and verification across digital ad platforms, especially with the rapid growth of CTV.
   • The expansion of OM SDK for CTV aims to provide advertisers and agencies with consistent, normalized measurement metrics, addressing industry demands for improved cross-device and environment measurement.

3. Unified Framework for CTV Measurement

   • OM SDK for CTV offers a unified framework for measuring CTV-specific viewability signals, including TV off, device type, and user viewing duration, similar to its successful implementation in mobile apps and web video.
   • Advertisers and buyers can leverage these standardized measurement signals to ensure transparency and accountability in their CTV campaigns, amidst the complexity of CTV inventory.

4. Industry Collaboration for Enhanced Effectiveness

   • Rachel Creel-McGuire, Vice President of Product Management at Oracle Moat, highlights the collective efforts of CTV app developers and buyers in adopting standardized measurement approaches.
   • Leveraging open measurement signals across mobile apps, web video, and now CTV, stakeholders can achieve greater consistency and transparency in advertising metrics, driving the industry towards a more accountable and efficient future.

The expansion of OM SDK to include Samsung and LG platforms marks a significant advancement in standardizing viewability measurement for CTV advertising. As advertisers and agencies strive for transparency and accountability in their campaigns, OM SDK provides a unified framework to address the complexities of CTV inventory, ultimately driving the industry towards enhanced effectiveness and reliability in digital advertising metrics.