Ad viewability is often measured by vendors or systems that are independent of the systems that serve and display ads. Access to the data that these measurement providers need could mean having code for multiple providers on one site or app. IAB’s Open Measurement project was initiated to develop a scalable solution that minimizes code used to provide data to measurement providers.
The IAB Open Measurement SDK (OM SDK) offers common code and libraries for facilitating third-party access to measurement data. Sites and apps that integrate the OM SDK can send measurement signals to an API, the Open Measurement Interface Definition (OMID). Measurement providers can place tags that collect these signals.
While Open Measurement relies on the OM SDK and OMID during operation, IAB Tech Lab offers several resources to encourage adoption across the industry.