Has your advertisement really been seen by your target audience?

In the era of programmatic advertising, automatically matching demand and supply has become a basic operation. It accelerates the efficiency of advertising delivery and monetization, but whether the delivered ads are truly seen by users has also become a major concern of advertisers. How can we enhance the measurement of ad viewability? This article will introduce you to ad viewability measurement tools and how they work with other industry partners to measure ad viewability.

OM SDK is an ad viewability measurement tool

OM SDK is Open Measurement Software Development Kit, a measurement tool provided by IAB Tech Lab to assist advertisers in measuring ad viewability and verification. We can understand OM SDK as a basic configuration for implementing ad measurement. Once developers or SSPs integrate OM SDK into their SDK, ad measurement can be conducted.

IAB Tech Lab provides the OM SDK and validates every step of the integration by developers or SSPs to ensure the correct and compliant integration of OM SDK. IAB Tech Lab provides official certification to those who achieved the OM SDK compliance validation.

However, IAB Tech Lab does not measure. The measurement of ad visibility is done by third-party measurement institutions. There are six listed on the IAB Tech Lab website: Comscore, Nielsen, Integral Ad Sciences, Oracle's Moat, DoubleVerify, Protected Media, ADLOOX. When advertisers want to measure their ad visibility, they need to collaborate with the above measurement institutions, which provide measurement service based on advertisers' requirements, including whether the ad has been displayed, its size, whether it is covered, etc.

How is the ad visibility measurement implemented?

Step1 Once developers or SSPs have integrated OM SDK into their SDK and obtained IAB Tech Lab compliance certification, they will notify DSPs when requesting ads.

Step2 When advertisers need to measure ad visibility, they will have DSPs carry measurement tags in the ads.

Step3 When developers or SSPs receive ads with measurement tags, they will initiate OM SDK and inform OM SDK of every event after the ad begins.

Step4 OM SDK will return this information to the measurement institution.

Step5 The measurement institution will measure the parameters and dimensions that need to be measured according to advertisers' requirements and inform advertisers of the results.

How does ad visibility measurement benefit advertisers, developers or SSPs

Advertisers can spot-check apps or SSPs that support OM SDK at any time to ensure that their ads are truly seen by users, ensuring the effectiveness of delivery. Developers or SSPs that support OM SDK and have obtained IAB Tech Lab certification will be more favored by advertisers because their ad visibility can be measured, thus receiving more advertising budget.

TPX is OM SDK compliance

TPX supports OM SDK and has passed IAB Tech Lab's compliance certification for ad visibility. Advertisers and advertising platforms can conduct programmatic advertising transactions on TPX with confidence.

TPX supports visibility measurements for all mainstream ad formats, including HTML display ads (banner, interstitial, fulll-screen), native display ads (native image and text), and video ads (rewarded, interstitial, and native).

Not only does TPX support ad visibility measurement, it also supports ad inventory supply chain verification. Advertisers can use the two in combination to achieve unprecedented transparency in advertising.

If you want to learn more about TPX, feel free to contact us at contact@tradplus.com