New Way to Measure TV Ads

New Way to Measure TV Ads

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Master TV Control Room

IAB announces Improved measurement

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The IAB Tech Lab is making TV ad measurement better. First, they made a way to measure ad views on phones, tablets, and computers. It is called the Open Measurement Software Development Kit (OM SDK). Now, they are expanding OM SDK to TVs too!

This is important because more and more people are watching ads on TVs. However, it has been hard to measure these ads across different TV brands. With OM SDK, measurement will be standardized no matter what kind of TV you have.

Additional Metrics

OM SDK for TVs will track things like if the TV is on or off when the ad plays. It will also track what type of TV it is and how long the viewer watched. This gives advertisers better data on their TV ad campaigns.

So far, OM SDK works on Samsung and LG TVs. These two brands make up 40% of TVs in homes! Other major ad platforms like FreeWheel and DirecTV Advertising have also added OM SDK.

By using the same measurement system across devices, advertisers get clear and consistent ad metrics. This could lead to more ad spending on TVs in the future.

The OM SDK for TVs is an important step toward reliable TV ad measurement across the industry.

About IAB Technology Laboratory
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com.

Source: IAB Tech Lab press release

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