Last November, we announced the general availability of MoPub’s support for the IAB Tech Lab’s Open Measurement (OM SDK) initiative. We’re excited to share that we now see OM-supported SDK adoption exceeding 85% for our managed publisher apps on MoPub Marketplace. MoPub’s Marketplace overall reach is across 2.03 trillion ad requests*.
With our support for OM SDK, advertisers can measure viewability for in-app just as they can for desktop display inventory. By supporting the IAB Tech Lab’s certification, we are also providing additional benefits to both buyers and sellers:
- Marketers who run campaigns on the MoPub ecosystem can leverage OM SDK to measure viewability with any OM-supported vendors.
- Publishers can optimize yield with access to premium demand that requires OM measurement.
- Every eligible bid request will include a signal showing that the ad opportunity can be measured by OM SDK.
“Historically, mobile app video viewability measurement has been a challenge. However, strong adoption of the Open Measurement Software Development Kit has helped reverse this trend,” said Steven Woolway, EVP of Business Development at DoubleVerify. “As of Q1 2021, DV saw over 100K OMID-enabled apps, thanks to efforts of core industry partners like MoPub. This level of transparency is driving increased advertiser trust, enthusiasm and ROI in a channel where content consumption is on the rise.”
Marketers can now have greater transparency into their programmatic media campaigns. As one of the world’s largest mobile in-app exchanges, we’re delighted to provide access to OM-measurable supply across all ad formats, including video and native.
*Data is pulled from MoPub MPX Analytics from April 1 - June 30, 2021.
About the author: Phyllis Huang, Senior Product Marketing Manager
Phyllis leads go-to-market and global commercialization for MoPub’s advertisers, agencies, and demand partners. She comes with almost 10 years of experience in the advertising space.