IAB Tech Lab Enhances Open Measurement SDK with Device Attestation to Tackle Spoofing

IAB Tech Lab Strengthens Ad Ecosystem with Device Attestation Support

On November 4, 2025, the IAB Tech Lab, a prominent authority in digital advertising standards, revealed a significant advancement in its Open Measurement SDK (OM SDK): Device Attestation support. This new feature is primed to bolster efforts against the prevalent issue of device spoofing, thereby enhancing the integrity of ad measurements across various platforms, including Apple devices and FireTV.

Device spoofing occurs when unscrupulous entities falsify device information, misleading buyers into thinking they're purchasing premium inventory. This malfeasance not only squanders ad budgets but also inflicts revenue losses on legitimate sellers. By incorporating Device Attestation, the OM SDK aims to provide significant assurance to advertisers regarding the authenticity of the inventory they're engaging with.

Anthony Katsur, CEO of IAB Tech Lab, emphasized the importance of standardized metrics across diverse platforms. “While the OM SDK already delivered reliable metrics, Device Attestation represents a critical advancement, particularly for Connected TV (CTV) growth. Advertisers should prioritize this tool, as it is backed by device-native signals rather than inferred data.” The capability assures buyers that the inventory they assess is legitimate, addressing an innate insecurity in CTV and mobile advertising.

The feature is grounded in the adoption of the Internet Engineering Task Force's (IETF) Privacy Pass Protocol tailored for digital ad verification. It allows buyers to confirm the authenticity of CTV and mobile inventory, thus promoting a sense of security in transactions between buyers and sellers. This innovation introduces an additional verification layer for detecting and preventing device spoofing.

Ron Pinelli, Senior Vice President of Digital Research Standards at the Media Rating Council (MRC), highlighted the overarching threat that device spoofing poses in digital advertising. “It's crucial that the industry adopts measures to detect and filter out invalid traffic, and this enhancement to OM SDK will bolster those efforts.”

Since its inception in 2018, the OM SDK has served as a cornerstone for third-party verification of ad impressions and viewability in both CTV and mobile environments. The introduction of Device Attestation elevates these verification processes, allowing stakeholders to validate the authenticity of the devices underpinning their ads.

For advertisers, the introduction of Device Attestation is promising as it reduces the prevalence of fraudulent inventory, ultimately resulting in more accurate measurement. Additionally, it serves to protect sellers and app developers by illustrating validated supply paths and enhancing monetization opportunities. Verification firms also stand to benefit, as they now possess an additional signal to affirm device authenticity throughout the supply chain.

Neal Richter, Director of Amazon DSP at Amazon Ads, expressed optimism about these secure signals, “By receiving robust signals of authenticity from supported devices, we can ensure we're sourcing inventory from real devices. This capability will pave the way for greater transparency and trust in CTV advertising.”

The collaboration across the Open Measurement Commit Group, which involves various technical stakeholders, ensures a robust foundational framework for this features’ implementation. This group includes major players in the digital advertising landscape such as AdsWizz, Amazon Ads, and Google, which indicates a comprehensive effort towards greater ad integrity.

As fraudulent tactics evolve, the demand for reliable measurements grows ever more critical. Device Attestation could well become the industry standard for mitigating risks associated with device spoofing. Gilit Saporta, Vice President of Product Management at DoubleVerify, concurred, stating, “While we already monitor device fraud effectively, the rise of sophisticated schemes necessitates this innovative signal to further enhance our capabilities and ensure confidence in ad transactions.”

To explore how to implement Device Attestation in the OM SDK and to learn more about its potential benefits, industry professionals are encouraged to visit the IAB Tech Lab website. Such proactive measures could significantly reshape the advertising landscape, empowering both buyers and sellers with the tools to navigate a safer digital environment.

In conclusion, Device Attestation represents a groundbreaking shift in combating device spoofing in the digital marketing realm. As the industry embraces this vital tool, there’s hope for a future where advertising can thrive without the specter of fraudulent practices disrupting its integrity.