Open Measurement SDK (OM SDK)

De facto industry standard for in-app and CTV viewability measurement, maintained by IAB Tech Lab with broad adoption across the programmatic ecosystem

The Open Measurement SDK (OM SDK) is an open-source software development kit created and maintained by IAB Tech Lab, the technical standards body of the Interactive Advertising Bureau (IAB). Launched in 2017 and reaching broad industry adoption by 2018-2019, OM SDK provides a standardized integration layer that allows publishers and app developers to include a single SDK that simultaneously supports multiple third-party viewability and verification vendors — eliminating the need to integrate separate SDKs for each measurement provider. This dramatically reduces SDK bloat, latency, and conflicts within mobile apps and connected TV (CTV) environments. The OM SDK works by exposing a JavaScript-based OMID (Open Measurement Interface Definition) API that verification vendors such as DoubleVerify, IAS (Integral Ad Science), Moat (Oracle), and others can use to access ad measurement signals without requiring their own native code embedded in the app. Publishers integrate the OM SDK once, and all participating verification partners can measure viewability, invalid traffic, and brand safety signals through that single integration. This approach has been widely adopted across the mobile advertising ecosystem, with major DSPs, SSPs, ad servers, and app publishers supporting it. OM SDK represents a critical piece of infrastructure in the modern programmatic advertising stack, particularly as mobile and CTV advertising have grown to dominate digital ad spend. Its open-source, industry-governed nature means it is not a commercial product but rather a public good maintained by IAB Tech Lab, with contributions and compliance certifications from dozens of major industry players. It is considered the de facto standard for in-app viewability measurement globally.