Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Google integrates IAB Tech Lab’s Open Measurement standard for third-party viewability measurement

Google integrates IAB Tech Lab’s Open Measurement standard for third-party viewability measurement

The Open Measurement standard eliminates the need to implement various SDKs to measure viewability across display, native and video.

Taylor Peterson on August 16, 2019 at 12:29 pm

In an effort to provide mobile advertisers with more options for viewability measurement in Google Mobile Ads (GMA) and Interactive Mobile Ads (IMA), Google announced Thursday a new integration with Open Measurement Software Development Kit (OM SDK).

Developed by the IAB Tech Lab, the open measurement SDK provides advertisers with common code and libraries for facilitating third-party access to measurement data.

“IAB Tech Lab’s Open Measurement (OM) initiative makes it easier for ad buyers and sellers to work together for viewability measurement and other verification needs,” said Dennis Buchheim, EVP and general manager of the IAB Tech Lab. “The sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what OM offers.” 

Why we should care

Advertisers on GMA and IMA can now measure viewability using third-party measurement platforms such as Integral Ad Science, DoubleVerify, Comscore, and Moat (in addition to the measurement already available with Google’s Active View). To take advantage of the integration, advertisers can add Open Measurement enabled tags to their ad creatives from the viewability vendor of their choice.

Viewability tracks ad impressions that appear “in view” on users’s mobile devices — and have an opportunity to actually be seen by users — as opposed to impressions served, which may load on a page but never enter the user’s view. Selling inventory on a viewable basis also helps publishers offer and charge more for inventory.

Typically, viewability tracking for in-app ads depends on the developer’s ability to integrate a variety of SDKs from different vendors, which often results in inconsistent measuring methodologies and costs.

The IAB Tech Lab’s Open Measurement standard eliminates the need to implement various SDKs, allowing advertisers to measure viewability signals from one single location across display, native and video. Through its integration with Open Measurement, Google mobile app advertisers will have access to universal code libraries that enable an app publisher to provide required measurement data to all measurement providers and advertisers.

“Google’s adoption of the Open Measurement SDK is a huge step in moving the industry forward and creating more transparency for advertisers,” said Sumit Shukla, SVP, Strategic Partnerships of Comscore. “It’s important for brands to consistently measure viewability across the entirety of their media buys.”

More on the news

  • Google said it is continuing to work with the IAB’s Tech Lab Open Measurement Working Group to expand Open Measurement capabilities beyond viewability, as well as to other environments such as web video.
  • Open Measurement has the potential to create a more transparent and accountable digital media ecosystem across all screens.
  • More information on downloading and using the SDK is available here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Taylor Peterson
Taylor Peterson was Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.

Related Topics

DataMarketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.