IAB Tech Lab expands its OM SDK to Samsung and LG CTVs

Delhi: IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the expansion of its Open Measurement Software Development Kit (OM SDK) to include Samsung and LG. 

With the addition of support for Samsung and LG platforms, OM SDK now covers a substantial portion of CTVs in households, amounting to 40% of the market.

“We’re seeing the importance of standardizing campaign measurement and verification across digital ad platforms, especially with CTV’s growth,” said Anthony Katsur, CEO, IAB Tech Lab. “By expanding OM SDK for CTV to encompass additional platforms, we’re ensuring advertisers and agencies access consistent, normalized measurement metrics, ultimately addressing industry demands for improved cross-device and environment measurement, which supports increased ad spend on CTV platforms.”

“By adopting this standardised approach to measurement, CTV app developers and buyers can collectively enhance the effectiveness and reliability of advertising across all digital channels,” said Oracle Advertising’s Rachel Creel-McGuire, Vice-President, Product Management, Oracle Moat. “Leveraging the same open measurement signals across mobile app, web video, and CTV enables stakeholders to achieve greater consistency and transparency in advertising metrics, driving the industry towards a more accountable and efficient future.”