comScore Enables Ad Verification Measurement via IAB Tech Lab OM SDK

By MTS Staff Writer On Apr 10, 2018

comScore Enables Ad Verification Measurement via IAB Tech Lab OM SDK

The OM SDK Works in Tandem With the Existing ComScore SDK

comScore announced that with the launch of the IAB Tech Lab Open Measurement Software Development Kit (OM SDK), comScore will enable its ad verification measurement for campaigns delivered on mobile applications leveraging the industry SDK. This launch and comScore’s involvement paves the way for increased ad verification measurement on mobile, helping media buyers and sellers access consistent metrics across all platforms to ensure campaigns have an opportunity to make an impact.

Dan Hess

“As mobile advertising continues its rapid growth, it’s critical that measurement options keep pace,” said Dan Hess, chief product officer at comScore. “The Open Measurement SDK stands to further expand the reach of in-app campaign verification, and we are excited to be collaborating with the IAB Tech Lab Working Group to make this a reality for the industry.”

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Version 1.0 of the OM SDK includes:

Availability on iOS and Android platforms
“Begin-to-render” impression measurement
Viewability verification, as per the Media Rating Council (MRC) definition
Multiple ad types (display, native, native video, HTML video, etc.)
Video verification via all versions of the Digital Video Ad Serving Template (VAST)

The OM SDK works in tandem with the existing comScore SDK, a single SDK that unlocks in-app measurement across comScore’s flagship Media Metrix audience suite and comScore advertising solutions, which measure campaign audiences, viewability, invalid traffic and brand safety, as well as campaign impact on brand equity, sales, location visits and other behaviors.

“Our customers and partners have varied measurement needs, which include and extend beyond ad viewability,” continued Hess. “We know many of our clients require an extended in-app audience and advertising measurement to improve their monetization and marketing efforts, which is why we’ll continue to support and offer our own SDK technology alongside the ad verification features within the IAB Tech Lab OM SDK.”

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Dennis Buchheim

“The Open Measurement SDK (OM SDK) brings transparency and consistency to in-app mobile advertising,” said Dennis Buchheim, Senior Vice President and General Manager, 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. These founding members—comScore, DoubleVerify, Google, Integral Ad Science (IAS), Oracle’s Moat, and Pandora—made this possible by providing insights, technology, and other major contributions throughout the development of the SDK.”