The IAB Tech Lab is making its open measurement software development kit (OM SDK) available for web video advertising.
OM SDK provides a standardized, accurate and scalable way to measure in-app impressions and viewability.
Expanding it to web video will allow advertisers to use a single video ad serving template (VAST) tag to measure all of their digital video ads, instead of having to use separate measurement tags for each platform, as has been necessary up to now.
“As clients continue to move toward video, this enhancement will enable us to more easily determine return on ad spend and ensure viewability, a key issue facing the industry,” stated Managing Partner Brand Safety Americas, GroupM. “One tag that measures all video will create efficiencies and enable us to standardize the way in which we present results to clients. IAB Tech Lab is listening to the needs of the industry and expanding their products to address them.”OM SDK for web video will be available to download on December 17 from the IAB Tech Lab tools portal.