In a move that aligns with our commitment to viewability for in-app advertising, this month Intowow became just the fifth company to achieve OM SDK compliance. Open Measurement Software Development Kit (OM SDK) is a new industry standard that has been implemented by a number of industry stakeholder companies and its certification is being managed by IAB in an effort to streamline the collection and reporting of viewability data. This early adoption by Intowow shows both current and prospective clients that we constantly strive to be at the forefront of mobile adtech, to the benefit of advertisers and publishers alike.
In the current mobile advertising environment, there are multiple providers for viewability (and other) measurement and reporting, but OM SDK will simplify this situation. According to Dennis Buchheim, Senior VP and GM of the IAB Tech Lab, “Historically, publishers have integrated separately with each of many vendors’ SDKs to ensure proper measurement and verification, and buyers have been frustrated when publishers didn’t support a preferred vendor. With the OM SDK, key parties came together to make this seamless.”
Viewability is an integral factor in saving advertising dollars by preventing fraud, and OM SDK makes it easier for publisher and buyer systems to connect by sharing mutually trusted data. For publishers, the benefits are about time and space. With only one vendor SDK to implement engineers can focus more on their apps and less on updates and roll outs, while the single SDK is “lighter” than adding the data and file size needs of multiple SDKs.
In addition to already being Moat- and IAS-certified for viewability, Intowow is also an active member of IAB Tech Lab, which is where OM SDK was conceived and developed. OM SDK will be a key talking point for our upcoming speaking session at DMEXCO – Make In-App Video Buys Scalable. If you’re attending the show drop by our booth (Hall 7, #E016b) and don’t miss our speech on Thursday (9/13) at 13:00 in Seminar Room 7.