IAB Tech Lab Expands OM SDK to Include Samsung and LG for Improved CTV Measurement Standards

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The IAB Tech Lab has expanded its Open Measurement Software Development Kit (OM SDK) to include Samsung and LG. This is aimed to achieve standardized and reliable viewability measurement across all digital advertising platforms.

This expansion addresses the increasing demand for holistic measurement solutions in CTV and covers a substantial portion of CTVs in households, amounting to 40% of the market. The CEO of IAB Tech Lab stressed the importance of standardizing campaign measurement and verification across digital ad platforms, especially with CTV’s growth.

Also read: Importance of Programmatic Advertising

The OM SDK for CTV aims to provide a unified framework for measuring CTV-specific viewability signals to ensure transparency and accountability in advertising campaigns across digital channels.

Read more – IAB Tech Lab Expands Open Measurement SDK to New CTV Platforms

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